Factors Affecting on Purchasing Decision Behavior of Snakehead Fish Cake Product

Abstract

The purpose of this research was to study the personal and marketing mix’s factors that influenced
on the purchasing decision of Snakehead fish cake. The questionnaires were distributed to the sample
group of 400 consumers. Data were analyzed by using descriptive statistics and the statistical hypothesis
was tested by multiple regression analysis. The results of the study showed that most of the respondents
were 1) female 2) in the age range of 15-25 years old 3) graduated with a bachelor's degree 4) civil
servants or employees of state enterprises and 5) having the average monthly income lesser than 10,000
– 19,999 baht. For personal factors, the difference of age and occupation had an influence on repeat
purchase and product suggestion. Therefore, the personal factors on education and monthly income had
an influence on product suggestion at significant level p<0.05. For marketing mix factors, the product
factor (cake characteristics) had an influence on repeat purchase and product suggestion at significant
level p<0.05