ปัจจัยที่มีผลต่อการตัดสินใจซื้อและการยอมรับของผู้บริโภคต่อผลิตภัณฑ์ปลีกล้วยผงสำเร็จรูป

Abstract

This independent study aimed to study the factors affecting on purchase decision and con-sumer acceptance of instant powder banana blossom of Kanwarin Ltd. Part., Lamphun Province. The sugar and sugarless products were tasted by both men and women in total of 400 consumers in Amphur Muang, Chiang Mai province. The survey was done at the International Convention and Exhibition Centre Commemorating His Majesty’s 7th Cycle Birthday Anniversary, Chiang Mai province. Results showed that the respondents are mainly women who are over 39 years old, mar-ried, and having children. They obtained Bachelor degree and had their own business with more than 30,000 Baht income. They have never known an instant powder banana blossom product. The study also showed that consumers do not accept the product. The quality including odor, viscosity, sweetness and product characteristics were main factors of consumer acceptance and buying inten-tion of the sugarless product. They proposed that the product should be improved in stronger color, odor and flavor and more viscous. Furthermore, it was suggested that the highly considered mar-keting factors were product sample testing, consequently with standard and popularity of product. In addition, the supermarket or convenience store was the main place for product distribution. The results also showed that the consumers with significantly higher liking scores were gender (women), educational level (secondary school) and monthly income (10,001 - 15,000 Baht). These findings could be used for further product marketing management.