อิทธิพลของการรับรู้ลักษณะเด่นของผกัผลไม ้ อบกรอบ กรีนเดย์ ต่อความต้ังใจซื้อของผู้บริโภค ในจังหวัดเชียงใหม่

Abstract

This quantitative research aims to examine impacts of perceived market differentiation of greenday Freeze-dried Vegetables and Fruits on intention to purchase of consumers in Chiang Mai Province. Data were collected with 300 consumers who work or reside in Chiang Mai province and had eaten Greenday Freeze-dried Vegetables and Fruits Products or had purchased Greenday Freeze dried Vegetables and Fruits Products. Data were analyzed using descriptive statistics, comprising of frequency, percentage mean and standard deviation. Factor analysis technique were applied to form market differentiation factors, and the multiple regression analysis was used to examine the impacts of each perceived market differentiation factor on intention to purchase, at the statistical significance level of 0.05. Results revealed that most respondents are female, age between 21 – 30 years old, single status, having a bachelor’s degree, their occupations were private company employees with average monthly income of 10,000 –20,000 Baht and the most of them have 3-4 family members and had no children. Most of consumers took 1-3 months to know Greenday Freeze-dried Vegetables and Fruits from the shop such as 7 – Eleven, and Tops Supermarket. The most popular product choice is Crispy strawberry. Consumers spent around 55 Baht per piece and they went to buy Greenday Freeze-dried Vegetables and Fruits 1 piece per time, and 1 time in 3 months on average from convenient stores such as 7 – Eleven. The most reason for choosing to buy is for themselves and the respondents as were bought by themselves. ช The results of thefactor analysis found that there were 6 Factors of perceived market differentiation of company namely, Factor 4: Communication for Brand Image and packaging, Factor 6: Benefits of product, Factor 2: Product features and the taste of the uniqueness, Factor 3: The convenience of purchasing and various purchase channel, Factor 5: The suitability of prices and Factor 1: Promotion of sales and promotion of marketing. The finding from Multiple Regression Analysis found that 3 out of 6 factors impact the Purchase Intention the Greenday Freeze-dried Vegetables and Fruits which are Factor 1: the Promotion of sales and promotion of marketing, Factor 2: Product features and the taste of the uniqueness and Factor 5: the suitability of price.