The Antecedents Affecting the Decision-Making to Purchase Packaging Products of Entrepreneurs in Bangkok
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Abstract
The research article consisted of the following objectives: 1) to study the level of decision-making to purchase packaging products, the pattern of customers’ lifestyle, the images of stores, product features, and brand equity of stores; and 2) to study the influences of the pattern of customers’ lifestyle, the images of stores, product features, and brand equity of stores that affect the decision-making to purchase packaging products. The study applied a quantitative research method. A sample group consisted of 300 restaurant entrepreneurs in Bangkok by means of multi-stage sampling. The data was collected using a questionnaire and the obtained data were analyzed by structural equation modeling. From the study, it is found as follows: 1) The decision-making to purchase packaging products is found to be at a moderate level. While the pattern of customers’ lifestyle, the images of stores, product features, and brand equity of stores are at a high level; 2) The product features are found to have an influence on the decision-making to purchase packaging products at the highest level. Followed by the pattern of customers’ lifestyle, brand equity of stores, and images of stores, respectively. The results of the study also show that government sectors and modern trade stores can apply the findings to plan the operation and manage the stores in order to develop the modern trade stores sustainably and able to survive the present era.
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