Factors Affecting Consumes' Decision to Purchase OTOP Products in the Center for Displaying and Selling OTOP Products Nong Khai Province

Abstract

The main objective of this research was to study the factors affecting the purchasing decision of consumer top in the center for displaying and selling OTOP products Nong Khai Province The sample group used in this research was 333 people who came to use the service to buy OTOP products in the OTOP product display and distribution center using the formula of Taro Yamane collect information It is a questionnaire consisting of 3 parts: statistics used in data analysis. Are descriptive statistics, i.e. number, percentage, mean, and standard deviation for the general data of the sample. Inferential statistics include T-test and F-test for comparing factors affecting consumers' decision to purchase OTOP products. in the center for displaying and selling OTOP products classified by gender, age, education level, primary occupation and average personal income per month.
The results of the research revealed that the factors affecting consumers' decision to purchase OTOP products in the center for displaying and selling OTOP products Nong Khai Province Overall, it was at a moderate level ( = 3.35, S.D. = 0.24) and when considering each aspect, it was found that the side with the highest mean The aspect was marketing promotion ( = 3.41, S.D.= 0.27), followed by the place of sale ( = 3.37, S.D.= 0.30), and the aspect with the least mean was the price ( = 3.30, S.D.= 0.32). Comparison of factors affecting consumers' decision to purchase OTOP products in the center for displaying and selling OTOP products classified by gender, age, education level, primary occupation and average personal income per month. Overall, it was found that consumers with gender, age, education level, primary occupation and average monthly personal income. different There will be factors in deciding to buy OTOP products. in the center for displaying and selling OTOP products Nong Khai Province no different as for various suggestions that require the center for displaying and distributing OTOP products in Nong Khai Province Develop/improvement, including operators of OTOP products Should be supported by relevant government agencies, should provide advice and knowledge about the product in all aspects.