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FACTORS AFFECTING DECISION MAKING TO PURCHASE IMPORTED KITCHEN FURNITURE OF CONSUMERS

This study aimed to explore personal factors, consumer behaviors affecting decision making to purchase imported kitchen furniture of the consumers, and service marketing mix factors. A set of questionnaires was used for data collection administered with a sample group of 400 consumers obtained by non probability and convenience sampling. percentage, mean, standard deviation, t-test, F-test, and LSD were used for the statistical treatment.

Results of the study revealed that most of the respondents were female, 41-55 years old, master’s degree holders and above. They had their own business with an average monthly income of 100,001-150,000 baht. Regarding marketing mix factors, it was found that price and personal factors had an affect on the decision making to purchase kitchen furniture of the respondents with a statistically significant difference at 0.05 However, there was no difference in other market mix factors. It was found that the following factors had an effect on the decision making to purchase imported kitchen furniture with a statically significant difference at 0.05: purposes to purchase imported kitchen furniture ; most important property of the product ; people joining the decision making ; the period to purchase imported kitchen furniture ; and re-purchase. As a whole, there was a high level of the importance of the decision making to purchase imported kitchen furniture. Behavior on the selection to purchase imported kitchen furniture and imported kitchen furniture met the expectation of the respondents were found at a highest level.