FACTOR ANALYSIS OF PRODUCT ATTRIBUTES AFFECTED TO PURCHASING DECISION ON BIG BIKES OF CONSUMERS IN PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

Abstract

The objectives of this research were to study the demographic data that affected to purchasing decision on big bikes. To investigate the level of opinions on product attributes such as branding, product variety, product quality, product design, service and warranty, which affected to purchasing decision on big bikes. Besides, the study of product factors affected to purchasing decision on Big Bikes of Consumers in Phra Nakhon Si Ayutthaya Province. The population were the big bikers in Phra Nakhon Si Ayutthaya Province. The research instrument was a questionnaire for collecting data from 195 big bikers of Ayutthaya Big Bike Rider Club. Additionally, analyze data by statistical software. The analytical techniques include percentage, means and standard deviation, respectively. The t – test, F – test and Multiple Regression Analysis by stepwise method was also applied to testing the hypothesis.The study found that the factor analysis of product attributes affected to purchasing decision on Big Bikes in overall was considered at the highest level. For the hypothesis testing found that the demographic data including the difference in marital status and income affected to purchasing decision on Big Bikes of Consumers in Phra Nakhon Si Ayutthaya Province. In term of the product factors, it has shown that the branding, product variety, product design, service and warranty affected to purchasing decision on big bikes at a statistically significant level of 0.05.

Keywords : Product Attributes, Purchasing Decision, Big Bikes