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

NAKUDOM Sor sirichai (Nakhon Si Thammarat Rajabhat University)
NAKUDOM Siwaporn (Nakhon Si Thammarat Rajabhat University)
NOOBUTR Pinrudee (Nakhon Si Thammarat Rajabhat University)
KHIAWNOI Pannapa (Nakhon Si Thammarat Rajabhat University)
WANNAPIROON Panita (King Mongkut's University of Technology North Bangkok)

NAKUDOM, S. s. , NAKUDOM, S. , NOOBUTR, P. , KHIAWNOI, P. , & WANNAPIROON, P. (2023). The Factors of Product Purchase Decisions for Distribution of Community Enterprises in Nakhon Si Thammarat, Thailand. , 21(1), 45-52, https://doi.org/10.15722/jds.21.01.202301.45

copy

Abstract

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.

keywords: Purchase Decision, Community Enterprise, Products, Entrepreneurs, Distribution

Reference

Bailey, N. (2012). The role, organization and contribution of community enterprise to urban regeneration policy in the uk. Progress in planning, 77(1), 1-35.

Balderjahn, I., Buerke, A., Kirchgeorg, M., Peyer, M., Seegebarth, B., & Wiedmann, K. P. (2013). Consciousness for sustainable consumption: scale development and new insights in the economic dimension of consumers’ sustainability. AMS review, 3(4), 181-192.

Barraket, J., & Archer, V. (2010). Social inclusion through community enterprise: examining the available evidence. Third Sector Review, 16(1), 13-28.

Blijlevens, J., Creusen, M. E., & Schoormans, J. P. (2009). How consumers perceive product appearance: The identification of three product appearance attributes. International Journal of design, 3(3), 27-35.

Chandhasa, R. (2017). The Community-Enterprise Trademark and Packaging Design in Ban Dung District in Udonthani, Thailand. Asian Social Science, 13(11), 59-70.

Chantarasombat, C., & Singkeaw, T. (2012). Quality business service provider in community enterprise. Journal of Social Sciences, 8(2), 258-262.

Chummee, P. (2021). The Development of Marketing Strategy of Community Enterprise in Sa Kaeo Province. Turkish Journal of Computer and Mathematics Education, 12(8), 2777-2783.

Chummee, P. (2022). The Structural Analysis of Marketing Innovations for Community Enterprise Products in Pathum Thani Province, Thailand. Turkish Journal of Computer and Mathematics Education, 13(2), 207-214.

Jamali, D., & Karam, C. (2018). Corporate social responsibility in developing countries as an emerging field of study. International journal of management reviews, 20(1), 32-61.

10.

Kleinhans, R. (2017). False promises of co-production in neighbourhood regeneration: the case of Dutch community enterprises. Public Management Review, 19(10), 1500-1518.

11.

Luykx, D. M., & Van Ruth, S. M. (2008). An overview of analytical methods for determining the geographical origin of food products. Food chemistry, 107(2), 897-911.

12.

Naipinit, A., Sakolnakorn, T. P. N., & Kroeksakul, P. (2016). Strategic management of community enterprises in the upper northeast region of Thailand. Journal of Enterprising Communities: People and Places in the Global Economy, 10(4), 346-362.

13.

Omoush, M. M. (2020). Lean Six Sigma effect on the Quality of the Products in Jordanian Food Companies: The Moderating Role of the Manufacturing Process. International Review of Management and Marketing, 10(6), 1-7

14.

Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of cleaner production, 14(1), 385-393.

15.

Rodjam, C. (2022). Analyzing causal relationship pathways influencing the development of value-added potential in enterprise products community to promote community economic development. Journal of Positive School Psychology, 6(2), 2883-2897.

16.

Roth, S., Valentinov, V., Heidingsfelder, M., & Pérez-Valls, M. (2020). CSR beyond economy and society: a post-capitalist approach. Journal of Business Ethics, 165(3), 411-423.

17.

Shaffer, G., & Zettelmeyer, F. (2004). Advertising in a distribution channel. Marketing Science, 23(4), 619-628.

18.

Somerville, P., & McElwee, G. (2011). Situating community enterprise: A theoretical exploration. Entrepreneurship & Regional Development, 23(5-6), 317-330.

19.

Somswasdi, C., Thongsukhowong, A., & Nakapaksin, S. (2015). The guidelines for management of community enterprises: A case study of Don Chang sub-district, Khon Kaen province, Thailand. Asian Social Science, 11(5), 91-96

20.

Suindramedhi, S. (2016). The development of community enterprise: A case study of Moku Moku farm in Mie prefecture. Rangsit Journal of Social Sciences and Humanities, 3(1), 33- 48.

21.

Veale, R., & Quester, P. (2009). Do consumer expectations match experience? Predicting the influence of price and country of origin on perceptions of product quality. International business review, 18(2), 134-144.

22.

Vorapai, P., & Ongkunaruk, P. (2016). Geographical indication rice supply chain risk management for a community enterprise. KnE Life Sciences, 3(1), 146-150.

바로가기메뉴

Article Contents

Vol.21 No.1

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

Abstract

Reference

The Journal of Distribution Science