Causal Factors Affecting the Purchase Decision of Sukjai Farm's Dates: A Study to Strengthen the Local Community of Ratchaburi
Keywords:
Dates, Purchase decision, Causal factors, Exploratory factor analysis, Community-based agricultureAbstract
This study aims to: (1) examine the causal factors influencing consumer purchase decisions for dates produced by a community-based agricultural project; (2) compare the effects of product, price, place, promotion, community value, and socio-personal influences on purchase decisions between consumers in Ratchaburi Province and its adjacent areas; and (3) conduct an Exploratory Factor Analysis (EFA) to explore the underlying structure of these influencing factors. The research employed a quantitative method using a structured self-administered questionnaire. Data were collected from 318 consumers who had the potential to purchase dates, both within Ratchaburi Province and nearby provinces. Descriptive statistics and EFA were applied to analyze the dataset. The findings reveal that factors such as product quality, taste, pricing appropriateness, distribution convenience, and perceived community value significantly shape consumer purchase decisions. The comparative analysis indicates differing levels of influence across the two consumer groups. Furthermore, EFA identifies key latent constructs that summarize the underlying dimensions of consumer perceptions toward date products from community-based agricultural initiatives.
The results of this study contribute valuable insights for improving marketing strategies, enhancing product positioning, and supporting sustainable local economic development within agricultural communities.
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