FACTORS AFFECTING PURCHASING DECISION TO LUBRICANT PRODUCT OF INDUSTRIAL CUSTOMER IN EASTERN AREA

Abstract

The objectives of this study were 1) To study the level of Brand Image, The lubricant product of industrial customer in Eastern area. 2) To study the influence of the brand image that affects loyalty to lubricant product of industrial customer in Eastern area and 3) To study the influence of service quality that affects loyalty purchasing decision to lubricant product of industrial customer in Eastern area. In which this research is quantitative research and the population used in this study is employees who are involved in the Eastern area with industrial estates located in all 5 provinces, Chon Buri, Rayong, Chachoengsao, Prachin Buri and Sa Kaeo using a sample size of 384 samples by using questionnaires as a tool for measuring and collecting data. The statistical techniques used for analyzing the data were descriptive statistics and regression analysis. The results of the research are as follows: 1) Overall Brand Image level, The lubricant product of industrial customer in Eastern area is at a very important level. The first is physical appearance, followed by responsiveness to consumers, care and service reliability. 2) The influence of the brand image in features and benefits affects loyalty to lubricant product of industrial customer in Eastern area at the significant level of .05 3) The influence of service quality of Responsiveness, Build confidence, Warranty aspect and expertise affects loyalty purchasing decision to lubricant product of industrial customer in Eastern area at the significant level of .05. The research results can be used as a guideline for image and service strategy planning of lubricant distributors in the industry.