Factors Affecting OTOP Buying Behavior: A Case Study of the OTOP Products of Ayutthaya Province

Abstract

The objectives of this research are to study 1) the consumer behavior towards purchasing OTOP products in Phranakhon Si Ayutthaya province 2) the factors affecting the decision to purchase OTOP products in Phranakhon Si Ayutthaya Province 3) the relationship between personal factors and selection behavior of purchasing OTOP products from Phranakhon Si Ayutthaya province. The sample group used in the research is 388 tourists who come to bend market and Luang Pu Thuat National Park. The statistics used in data analysis included frequency, percentage, mean, standard deviation, independent sample, t-test and One-Way ANOVA using questionnaires. The results showed that                     1) most of behavior of consumers towards purchasing OTOP products was buying food for themselves, choosing to buy at the weekend, and buying immediately when seeing products. 2) The highest factor affecting the decision to buy OTOP products in Phranakhon Si Ayutthaya Province was the marketing promotion. 3) There was no difference between the level of education and gender in the relationship between personal factors and purchasing behavior. Monthly income had influence on purchasing in terms of price distribution, and marketing promotion.