ปัจจัยที่มีอิทธิพลต่อการตัดสินใจซื้อสินค้าธุรกิจเฟรนไชส์ “ทิวกล้วยทอด” จังหวัดพระนครศรีอยุธยา

บทคัดย่อ

Nowadays, the number of franchise businesses is increasing but most entrepreneurs are not as successful as they intended. The right marketing mix and brand image strategy directly influences consumers' purchasing decisions. The purpose of this research was to study the marketing mix and brand image, purchase decision level, and factors influencing the purchase decision of the "Thiw Kluay Tod" franchise business of Ayutthaya province. The tool used for collecting data was a questionnaire. The sample consisted of 385 customers using W.G. Cochran formula and accidental sampling method. The data analysis statistics were mean, standard deviation, and multiple regression analysis.

Research showed that the overall marketing mix was at the highest level. When considering each aspect, the highest level of product opinions was found, the overall brand image was high, and the overall purchasing decision level was at the highest level. It was found that the marketing mix influenced the purchase decision of the “Thiw Kluay Tod” franchise business, where independent variables could be predicted by 51 percent of the dependent variables. Brand image influences the purchasing decisions of the “Thiw Kluay Tod” franchise business, where independent variables could be predicted by 36 percent of the dependent variables. The results of this research are used to formulate marketing mix strategies and brand image strategies that meet the needs of consumers and new franchisees, which affect purchasing decisions and purchasing a franchise business.