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The factors affecting on customers purchase intention of white kidney bean products

by Naluchat Kitburin; Preecha Methavasaraphak

Title:

The factors affecting on customers purchase intention of white kidney bean products

Author(s):

Naluchat Kitburin
Preecha Methavasaraphak

Issued date:

2019

Publisher:

Bangkok : Assumption University

Citation:

AU-GSB e-JOURNAL 12, 1 (June 2019), 9-16

Abstract:

The research aims to study the factor affecting on purchase intention of white kidney bean product. In healthy market, the people are more concern about health food. The trend towards purchasing healthy products is growing among people. However, the white kidney bean is containing high nutrition, but it is not well known among Thai peoples. The white kidney bean is not popular in Thailand because almost the white kidney bean in Thailand are import from other country and hardly to find white kidney bean products in the market. So, there seems lacking in marketing research on the topic in preparation for new market of white kidney bean product. So, the quantitative questionnaires were conducted and also distributed 400 sets of questionnaires to the people who know the white kidney bean in Bangkok, Thailand. The respondents are both experience and unexperienced in white kidney bean. The descriptive analysis and multiple linear regression were used to confirm the results. A study of factors that affect the purchase intention include health consciousness, perceived product knowledge, perceived product quality, perceived product price, and subjective norm. The result affirmed that all the factors are effect in purchase intention of white kidney bean product which is perceived product knowledge is the highest effect and perceived product quality is the lowest effect on purchase intention of white kidney bean product.

Subject(s):

AU-GSB e-Journal
AU-GSB e-Journal -- 2019

Keyword(s):

White kidney bean
Health consciousness
Perceived product knowledge
Perceived product price
Perceived product quality
Subjective norm
Purchase intention

Resource type:

Journal Article

Extent:

8 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.

Rights holder(s):

Assumption University

URI:

http://repository.au.edu/handle/6623004553/22346
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  • AU GSB: Vol. 12, No. 1 (June 2019) [3]


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E-Mail Library : library@au.edu  


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Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 



Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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