Perceived Value and Customers’ Satisfaction Affecting the Purchase Decision on Sor Aroon’s Ready Mixed Concrete

Abstract

The purposes of this research were to study the importance of the perceived value, customer satisfaction and purchase decision on the ready-mixed concrete from Sor Aroon Concrete Co.,Ltd. . The sample of this quantitative research was the 90 customers of Sor Aroon’s ready mixed concrete who had bought the products from the company for at least 2 times. The data were collected by using a questionnaire and analyzed by using frequency, percentage, mean, standard deviation and multiple regression analysis. The results showed that the level of importance of perceived value was at a medium level (  = 3.30, S.D.= 0.68), with the highest mean on quality, price, and satisfaction, respectively. The customer satisfaction was at a medium level (  = 3.15, S.D.= 0.73). The highest level was on equitable service and continuous service, respectively. The purchase decision was at a medium level (  = 3.16, S.D. = 0.72). The results of hypothesis test revealed that perceived quality had statistical significant effect on the purchase decision of Sor Aroon Concrete Co.,Ltd. at the level of 0.05, explaining the variation at 36.20%. Customer satisfaction toward equitable service and progressive service had statistical significant effect on the purchase decision of Sor Aroon Concrete Co.,Ltd. at the level of 0.05. These factors explained the influence of the perceived value and customer satisfaction on enhancing purchase decision at 61.80 (R² = 0.618).