The Influence of Brand Image Perception on Consumer Purchase Decisions for Organic Vegetables in Supermarkets in Bangkok
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Abstract
The purpose of this study is to report the findings on how Bangkok customers perceive brand image in relation to their shopping decisions for organic vegetable brands in supermarkets. This is a quantitative research study in which data were collected from 400 consumers. The study found that the majority of consumers were male, aged 29-43 years, married with children, held a bachelor's degree, worked in private companies, and earned a monthly income of 20,000-40,000 THB. This sample group had experience regularly purchasing organic vegetables from supermarkets. The data were analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation. The findings revealed that consumers had the most positive overall perceptions of organic vegetable brand images in supermarkets. When considering individual characteristics, the cultural factor had the highest mean, followed by personality, value, benefits, user, and attributes, respectively. Consumers made the most purchase decisions for organic vegetable brands in supermarkets. All stages of the purchasing decision process had the highest mean ratings, indicating that brand image is critical to customers' decisions to buy organic veggies in Bangkok. Furthermore, multiple regression analysis revealed that overall brand image perception significantly influenced consumers' purchasing decisions for organic vegetable brands in supermarkets in Bangkok. The variables related to user, culture, benefits, personality, features, and value collectively explained these purchasing decisions at a statistically significant level.
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King Mongkut's Agricultural Journal
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