This research aimed to study the factors that affected purchasing decision of community products in Ranong province. The research instrument utilized was a quantitative questionnaire which surveyed about the factors that affected purchasing decision of community products by using the methods of check list and frequency then researchers summarized data as percentage. Outcomes of the research revealed that (1) 41.52% of the respondents recognized community products from friends where 19.34% of them recognized community products by a coincidence (2) the most influential person(s) on purchasing decision was oneself that was equivalent to 51.45% followed by friends/colleagues which accounted for 20.38% (3) 60.50% of respondents purchased community products as souvenirs (4) 44.15% of informants purchased community products from communities/community enterprises/OTOP centers where 35.28% of them purchased community products from OTOP fairs (5) the best seller of community products were food products which accounted for 57.02% where 14.87% were household appliances/decorating products and souvenirs (6) the main reason of purchasing community products was the application of villagers’ local wisdom which accounted for 25.98% while help supporting career-building of villagers and the usage of natural resources and raw materials were accounted for 22.83% (7) 34.41% of respondents have known Food and Drug Administration (FDA) and Halal where 32.47% of informants have known Thai Industrial Standards (TIS) (8) 62.00% of respondents purchased only certified community products that received recognized standard.
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To Cite this article
Pranee, S., & Papapankaid, C. (2017). Factors affecting purchasing decision of community products in Ranong province. International Journal of Business and Administrative Studies, 3(2), 79-83
