Brand Experience and Attitude Related to Purchase Intention of Customer in Western Regions of Thailand: A Case Study of Agricultural Chemical Products

Abstract

          This article aimed to study (1) a comparison of purchase intention of agricultural chemical products, classified by individual factors; (2) brand experience related to purchase intention of agricultural chemical products; and (3) brand attitude related to purchase intention of agricultural chemical products. This research employed a quantitative approach. The sample consisted of 500 customers purchase the agricultural chemical products in the western regions of Thailand. This study used stratified random sampling and accidental sampling method. The research instrument was a questionnaire, statistically analyzed by means, standard deviation, t-test, F-test, and Analysis of Pearson’s Correlation Coefficient.

           Research results revealed that: (1) customers in the western regions of Thailand, with different status and monthly incomes, had different purchase intentions of agricultural chemical products. For the customers in the western regions of Thailand, with different gender, ages, and educational levels, there was no difference in purchase intention of agricultural chemical products levels; (2) brand experience related to purchase intention of agricultural chemical products; and (3) brand attitude related to purchase intention of agricultural chemical products. The findings of this study ascertained that brand experience and brand attitude had affected purchase intention of agricultural chemical products, due to the differences in individual needs and increase the chances of repeated purchases.