Factors Determining Farmers’ Decision of Buying Small Diesel Engines in Songphinong District, Suphanburi Province

Abstract

The objectives of this research were to study factors determining decision of buying small diesel
engines and to develop the structural equation model. The equation model was depended on the empirical
data between the factors of product, price, distribution channel, promotion, satisfaction and decision of
buying small diesel engines of farmers in Songphinong district, Suphanburi province. A sample size of 320
people by stratified cluster random sampling. The data was collected by using questionnaires. The statistics
were tested by using structural equation model. The result of the research showed that the structural
relationship model fit with the empirical data that causal variables explained buying decision 54.20 percent.
The most total effect of variable influencing on buying decision was distribution channel and then product
price with significant at .01 and total effect at 0.46 and 0.27, respectively. The followed total effect of variable
influencing on buying decision was product price and then were product satisfaction and product promotion

with significant at .05 and total effect at 0.18, 0.13 and 0.11, respectively. For the most direct effect of variable
influencing on buying decision was distribution channel and then product price with significant at .01 and
product price and then were product satisfaction and product promotion with significant at .05 and direct
effect size at 0.38, 0.28, 0.15, 0.13 and 0.11, respectively. The buying decision had not indirect effect.