ปัจจัยที่มีผลต่อการตัดสินใจของร้านค้าปลีกแบบดั้งเดิมในจังหวัดสมุทรสาครในการซื้อโฟมบรรจุอาหาร

Abstract

The objective of this independent study was to study factors affecting traditional retailers in Samut Sakhon province towards purchase decision of foam for food packaging. Questionnaires were used as the tool to collect data from 200 traditional retailers selling form for food packaging in Mueang district, Kratumban district, and Ban Paew district, according to the Quota Sampling method. The data was then analyzed using descriptive statistic, comprising frequency, percentage and mean. The findings showed that most respondents were female, aged of 31-40 years old with secondary school level of education. They were in the position of owner of the single proprietorship business. The operating period of their business was 4-6 years. Number of employee was less than 5 persons and their monthly business income (as gained by selling the foam for food packaging) was less than 20,000 baht. The results of the study on the foam for food packaging purchasing information presented that in a month, most respondents ordered the foam for food packaging at less than 20,000 baht, at the time when it remained in the stock adequately for 3 - 7 days of use and with the frequency of 1-2 times. They spent for the foam for food packaging at less than 20,000 baht per month. They purchased this product with a single supplier in order to heighten their bargaining power. Reason of purchasing the foam for food packaging for distribution was referred to its standard price. Source of information where the majority learned about the product was salesperson. All following factors affected their purchase decision of foam for food packaging at high level: organizational management, price, place, product, interaction, promotion, and environment factor, respectively in descending.