Factors Affecting Decision Making for Purchasing and Consuming Behavior of Durian (Durio Zibethinus Murr.) in Yala Province

Abstract

The purchasing decision depending on consumer, consumption behavior is an important determinant in production planing and to meet the consumer needs consumer. Therefore, the behavior of decision making for purchasing and consuming and to study the factors affecting Decision Making for Purchasing and Consuming of Durian (Durio Zibethinus Murr.). The samples consisted of 385 consumers purchased durian (Durio Zibethinus Murr.) that produced in Yala of Thailand, accidental Sampling. The data was collected by using structured interview from May to June 2020. Statistical analysis was obtained through frequency, percentage, mean, standard deviation and multiple regression with backward elimination. The consumers were female of 55.10%, average age 33.61 years, education level at bachelor's degree 48.60%, Occupation is government officer/state enterprise employee, average income is 14,454.94 baht, marital status/living together, Durian are popular to eat fresh fruit, average purchase 1.58 times/year, average weight 1.94 kg, round shape fruit, oval shape seed, small seeds, not too hard and soft texture, the flesh is yellow the taste is sweet and the smell is not strong. Consumers pay attention toward price, product, place and promotion was at highest level, respectively. Factors affecting decision making for purchasing and consuming behavior of durian (Durio Zibethinus Murr.) were demographic and social factors, occupational (p<0.10) and product marketing mix factor (p<0.10) and price (p <0.05), statistically significant. this pointing out the factors determine whether consumers buy goods depend on other factors. not just their own needs.