Consumer Behavior and Value Perception Affecting Members' Satisfaction in Using Services of Muang Laplae Agricultural Cooperative Store, Ltd., Uttaradit Province

Abstract

The objectives of this research were to study the consumer behavior of members of Muang Laplae Agricultural Cooperative Store, to examine the importance levels of perceived value and satisfaction among members, to compare satisfaction with services based on consumer behavior characteristics, and to investigate the influence of perceived value on members’ satisfaction in using the Cooperative Store's services. The population consisted of members of Muang Laplae Agricultural Cooperative Store. A sample of 382 members was selected through simple random sampling. Data were collected using a questionnaire, and the statistical methods employed included frequency, percentage, mean, standard deviation, one-way ANOVA, and multiple regression analysis. The results revealed that most members purchased agricultural products for consumption, made purchase decisions independently because the store was located near their homes, used services at the head office from Monday to Friday during 07:00–12:00, and exhibited irregular purchase patterns. Overall, perceived value was rated at the highest level, and overall service satisfaction was rated at a high level. Hypothesis testing revealed that purchasing time significantly influenced satisfaction levels. However, other consumer behavior variables (including purchaser identity, product type, purchase reasons, decision-making participants, purchase date, location, and purchase patterns) showed no significant effects on satisfaction. Multiple regression analysis at the 0.05 significance level indicated that perceived value could predict 80.40% of member satisfaction in using the Cooperative Store's services. These findings can be applied to develop service strategies and improve operational efficiency of agricultural cooperative stores.