Determinants Influencing Customer Purchasing Decisions about Ready-to-eat Bandicoot Rat Products in Khon Kaen Province

Abstract

This research sought to examine the impact of marketing factors on the decision to buy ready-to-eat bandicoot rat products in Khon Kaen Province. The sample group comprised 400 consumers from Khon Kaen Province, recruited using purposive sampling. The data gathering instrument was a questionnaire. The statistical methods employed for data analysis were mean, standard deviation, and multiple regression analysis. The research results identified the aspects that strongly predict purchasing decisions, listed from most to least influential: physical components, location, staff, marketing promotion, and products. This indicated that the sales environment, cleanliness, and seller's service significantly influenced the consumer's purchasing decision. This research serves as a framework for formulating a marketing plan for ready-to-eat bandicoot rat products to more effectively address consumer needs.