Factors Influencing Consumers’ Decision to Purchase Vending Machines from Hypermarket in Bangkok
Keywords:
Factors, Purchase Decision, Vending MachineAbstract
The purpose of this research was to study the effect of personal factors on consumers’ decisions to purchase products from vending machines in a Hypermarket in Bangkok. The data was collected from 400 customers who bought products through vending machines using a random sampling method based on probability with a questionnaire validated for content validity and reliability (0.767). Descriptive statistics were used to analyze the data and to test the hypothesis by analyzing the difference between the mean of 2 groups of samples, the variance, or comparing the difference of the mean between 3 or more groups of samples. Pearson's simple product-moment correlation coefficient analysis and multiple regression analysis. The results of the hypothesis test showed that personal factors such as gender, age, education, marital status, occupation, and monthly income did not affect consumers’ decision to buy products from vending machines from hypermarkets in Bangkok in terms of factors influencing consumers' decision to buy products from vending machines from hypermarkets in Bangkok are product factors (0.001**), distribution channels (0.018*), marketing promotion (0.020*), physical characteristics (0.000***) and process factors. (0.000***) significant at the 0.05 level, the effective influence was 31.50 percent.
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