The Factors of Product Purchase Decisions for Distribution of Community Enterprises in Nakhon Si Thammarat, Thailand

• 영문명: The Factors of Product Purchase Decisions for Distribution of Community Enterprises in Nakhon Si Thammarat, Thailand
• 발행기관: 한국유통과학회
• 저자명: Sor sirichai NAKUDOM Siwaporn NAKUDOM Pinrudee NOOBUTR Pannapa KHIAWNOI Panita WANNAPIROON
• 간행물 정보: 『유통과학연구(JDS)』제21권 제1호, 45~52쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.01.30

영문 초록

Purpose: This study aims to analyze the confirmation the purchase decision of community enterprise products, such information is an important issue for community enterprise entrepreneurs to develop a marketing strategy through the purchasing decision of community enterprise products Research design, data and methodology: The research was designed by using mixed methods research (exploratory design), starting with in-depth interviews of consumers of community enterprise products to determine the reasons for their purchase decisions. The researcher then used the data from the in-depth interviews to create a questionnaire for consumers of community enterprise products. These data were used to analyze the confirmation components of such elements. Results: The analysis found the following. 1. Decision-making is based on a product 2. Decision-making is based on social context considerations Conclusions: Develop an image to make a difference between community enterprise entrepreneurs and general entrepreneurs for distribution. The local wisdom, it is a local intellectual resource. It should be used in adjusting or blending old knowledge with new knowledge together appropriately. Creating community participation, love, unity, and the sympathy of the people in the community can help in participation in the operation of community enterprises.

목차

1. Introduction

2. Objective

3. Methodology

4. Research result

5. Summary and Discussion

6. Conclusion

7. Acknowledgments

References

키워드

Purchase Decision Community Enterprise Products Entrepreneurs Distribution