Market validation factors affecting intention to purchase behavior of thermoplastic for hand splint fabrication of occupational therapists in Thailand
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Abstract
The object of this study was to: 1) explore the consumption behavior of thermoplastic sheets among occupational therapists in Thailand and 2) explore the marketing mix factors influencing the purchase decision of thermoplastic sheets among occupational therapists in Thailand. The study design was survey research. The participants in this study were 63 occupational therapists who have purchased thermoplastic sheets in Thailand. Data was collected using an electronic questionnaire. The data was analyzed using descriptive statistics represented by percentages, means, and standard deviations. The results found that:
1. The occupational therapists gave the majorities of consumption behavior of thermoplastic sheets that the departments have a budget to buy the thermoplastic sheets more than 40,000 baht a year (28.57%), the order number of thermoplastic sheets were 1-5 sheets per year (44.44%), and the purchase price of a standardized thermoplastic sheet is between 4,500 and 5,000 baht per sheet (26.98%). However, the occupational therapists expect the price of thermoplastic sheets to be between 3,000-3,500 baht per sheet (22.22%).
2. The marketing mix factors that had the greatest influence on the purchase of thermoplastic sheets were product factors in the topic of usability (Mean = 4.56), material quality (Mean = 4.52). This study concluded that the occupational therapists have small budgets and number of purchasing thermoplastic sheets. The current purchase or import prices are higher than expected prices. When purchasing thermoplastic sheets, the occupational therapists primarily consider the product factors, especially usability and material quality.
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