คุณค่าตามการรับรู้ของลูกค้ากลุ่มคนหลากหลายทางเพศเจเนอเรชันวาย ต่อผลิตภัณฑ์โอทอปในจังหวัดเชียงใหม่และจังหวัดลำพูน

Abstract

The purpose of this independent study was to study the perceived value of the OTOP brand in Chiang Mai and Lamphun provinces from the perspective of LGBTQ+ Generation Y customers in Thailand and to study the composition of the impact of perceived value on OTOP products from LGBTQ+ Generation Y customers in Thailand among the perceptions different by age, income level, and average cost per purchase. This study is an exploratory research that seeks to explore the components of perceived value by LGBTQ+ Generation Y customers in Thailand. The 400 target group of this independent study are Thai people who know and used to buy OTOP products for personal consumption from 4 types of OTOP products in Chiang Mai and Luphun in the categories of textiles, processed foods, agricultural products, and handicrafts such as Yok-Dok Silk, Northern Thai Sausage, Bee Honey, Wua Lai silverware by using a questionnaire with 400 samples. The data was analyzed using descriptive statistics, inferential statistics and multiple regression. The results of this independent study showed that most of the respondents were LGBTQ+ Generation Y age ranged from 24–32 years, single, have a bachelor's degree, own business, average monthly income of 15,000–35,000 THB, influenced in purchasing decisions by self-determination, usually buy during weekdays, purchase frequency once a year, and a time to buy near the holiday season. There are resources that allow you to base purchasing decisions on what friends recommend. The factors that make a final decision to buy products are the quality of products. The factors that make a final decision to buy products are the quality of those products. The factor of the perceived value in monetary value, behavioral intentions, and reputation value that affects the willingness to introduce other people and the reputation that affects the willingness to repurchase again in the future.