Consumer Decision Making Process in Products, Pang Wan Bakery Shop, Muang District, Nakhonsawan Province

Abstract

This study on Consumer Decision Making Process in Products, Pang Wan Bakery Shop, Muang District, Nakhonsawan Province. The purpose of this study were to determine: To study The level on Consumer Decision Making Process in Products, Pang Wan Bakery Shop, Muang District, Nakhonsawan Province and To study the differences between personal factors and the Consumer Decision Making Process in Products, Pang Wan Bakery Shop, Muang District, Nakhonsawan Province. The sample population consisted of 400 Consumers of Pang Wan Bakery Shop, Muang District, Nakhonsawan Province., using nonprobability sampling technique that a researcher uses to choose a sample of purposive sampling method. The instrument of this research was a questionnaire. The statistics used for analysis data were frequency, percentage, mean, standard deviation, t-test and One-Way ANOVA.

The result of the study has found that, The sample population consisted most respondents were female, age 20-30 years old, single status, bachelor's degree, Student/Student Occupation Average monthly income 10,001 - 20,000 baht, the reason for choosing the product is the ease of purchase, purchase frequency 3-4 times a week, the number of purchases is 3-5 pieces at a time, and the most popular products that consumers buy are bread crumbs. and found that: The level on Consumer Decision Making Process in Products, Pang Wan Bakery Shop, Muang District, Nakhonsawan Province as a whole, at a high level. and sexes age, status, education level, occupation and average monthly income different opinions about the Consumer Decision Making Process in Products, Pang Wan Bakery Shop, Muang District, Nakhonsawan Province, overall are different with a statistically significant level of .05