อิทธิพลของการรับรู้ลักษณะเด่นของน้ำดื่มศิริวรรณ ต่อความตั้งใจซื้อของผู้บริโภคในอําเภอเมืองลําปาง

Abstract

Independent research was conducted on The Influence of Perceived Differentiation of Siriwan Drinking Water on Intention to Purchase Among Consumers in Muang Lampang District. This study surveyed 300 individuals who had previously purchased and consumed Siriwan drinking water. An online questionnaire was utilized as the survey tool. The analysis employed descriptive statistics, including percentage, mean, frequency, and standard deviation. Additionally, factor analysis using component analysis techniques and multiple regression analysis were conducted to determine the influence of perceived characteristics on purchase intention. The study found that most respondents were female, aged between 30 and 39, single, with 2 to 4 family members. Most held a bachelor's degree, worked as private employees, and had an average income of 10,000 to 20,000 baht. The most chosen product was returnable bottles of Siriwan drinking water, specifically the 20-liter bottle and the 950 ml bottle in equal proportions. The average monthly expenditure was 101 to 200 baht. The primary reason for purchase was the cleanliness of the product, and the decision to buy was made by the respondent. From the factor analysis, a total of 6 factors were identified, with 3 distinctive factors significantly influencing the purchase intention of Siriwan drinking water among consumers in Mueang District, Lampang Province. These factors were the outstanding convenience of purchase, price characteristics, and trust in the product brand. Additionally, distinctive characteristics of the distribution channels were noted.