Factors Influencing Consumers’ Purchase Decision of Durian Chips in Bangkok: The Roles of Perceived Value, Motivation and Product Attributes

Abstract

The objective of the research was to study factors of perceived value, motivation   and product attributes that affect purchase decision for durian chips among consumers in Bangkok. A mixed-method approach was employed. Quantitative data was collected from 400 consumers with prior consumption experience through an online questionnaire and analyzed using frequency, percentage, mean, standard deviation, and multiple regression.  The qualitative data was obtained from interviews with 10 consumers. The quantitative findings showed that all variables were rated at the highest level; social value, monetary value, utilitarian motivation, hedonic motivation, physical attributes, functional attributes, and sensory attributes significantly affected purchase decision at the 0.05 level, whereas emotional value wasn’t significant. The qualitative findings indicated that consumers emphasized crispness, which influenced satisfaction and repeat purchase. Social media stimulated interest and initial trial purchase. This study contributes to the literature by integrating perceived value, motivation, and product attributes in explaining consumers' purchase decisions for crispy fried durian products. The findings also provide practical implications for product development and marketing strategies.