Brand value and marketing mix affecting the purchasing decision of Thai chili paste products of a la carte restaurant operators in Muang and Khlong Luang districts Pathum Thani

Abstract

The purpose of this research was to study personal factors. brand value factor and marketing mix factors affecting the decision to repurchase a brand of Thai chili paste products of a la carte restaurant operators in Muang and Klong Luang districts, Pathum Thani Province. The sample group was A-la-carte restaurant owners in Muang and Khlong Luang districts in Pathum Thani Province. These 50 samples were used to buy chili paste products. Using a questionnaire as a research tool. The statistics used to analyze the data were frequency, percentage, mean, and standard deviation. and test the hypothesis using Independent mean comparison One-way ANOVA and multiple regression analysis.              

The research results of the study found that:

1) Different personal factors, did not affect the decision to purchase Thai chili paste products of a la carte restaurant owners in the Muang and Klong Luang districts. Pathum Thani Province.

2) Brand value factors include brand awareness and the perception of brand quality affects the decision to repurchase Thai chili paste products of a la carte restaurant owners with statistically significant at the .05 level.

3) Marketing mix factors in the product aspect affect the decision to purchase Thai chili paste products of a la carte restaurant owners. statistically significant at the .05 level