อิทธิพลการรับรู้ลักษณะเด่นของผลิตภัณฑ์แปรรูปจากเนื้อสุกร ต่อความตั้งใจซื้อของผู้ประกอบการร้านบุฟเฟต์ชาบู

Abstract

This independent research surveyed 300 well-known and popular shabu buffet restaurant operators, using a questionnaire as the survey tool. Data analysis employed descriptive statistics, including frequencies, percentages, and means. Additionally, factor analysis was utilized to extract levels of opinions on the factors, followed by exploratory factor analysis to identify marketing mix factors. Multiple regression analysis was then performed to determine the influence of perceived characteristics on purchase intention. The study revealed that most respondents were female, aged between 31-40 years, single, and working as business owners, with the highest level of education being a bachelor's degree. Their average monthly income was less than or equal to 20,000 baht, and the size of their businesses was small, with less than or equal to 50 tables. The operating model was predominantly single ownership, with most businesses having been in operation for 1-5 years. Respondents typically purchased from 2 or more brands, with CP brand sukiyaki being popular among them. Cash was the preferred payment method, and purchases were often made through the company's distributor. The decision-making authority for purchases rested with the owner of the business, with an average purchase amount per transaction being less than or equal to 10 kg and a monthly purchase frequency of less than or equal to 10 times. Free delivery service was commonly used, and information about processed pork products was typically obtained from sales staff. Quality certification standards played a significant role in decision-making. Factor analysis identified a total of 8 factors, with 6 distinct factors influencing the purchase intention of processed pork products among shabu buffet restaurant operators. These factors included convenience in accessing products, building confidence, privilege and relationship building, reasonable and fair pricing, product value, and marketing communications.