Factors Influencing the Purchasing Decisions of Pang Pang 85 Degrees Shop in Nonthaburi Province

Information from the abstract

This research aimed to study the factors affecting consumers’ purchasing decisions toward bakery products at Pangpang 85 Degrees Bakery in Nonthaburi Province. The main factors examined in the study were the marketing mix, service quality, and brand image. A quantitative research method was employed, and data were collected from 400 consumers who had purchased bakery products from the bakery. The research instrument was a questionnaire, and the data were analysed using frequency, percentage, mean, standard deviation, and multiple regression analysis. The findings showed that most respondents were female, aged between 21 and 30 years old, held a bachelor’s degree, worked as company employees or wage workers, and had a monthly personal income between 10,001 and 20,000 baht. The overall opinion toward the marketing mix was at the highest level, while service quality and brand image were rated at high levels. Consumers’ purchasing decisions toward bakery products were also at the highest level. The results of hypothesis testing revealed that the marketing mix, service quality, and brand image significantly affected consumers’ purchasing decisions at the 0.05 significance level. Among these factors, service quality had the strongest influence, followed by the marketing mix and brand image. The study concluded that consumers’ purchasing decisions toward bakery products were influenced by both product-related and experience-related factors. Therefore, Pangpang 85 Degrees Bakery should focus on improving service quality, maintaining product standards, setting suitable prices, providing convenient access, using effective promotional activities, and strengthening brand image. These strategies may help increase customer satisfaction, encourage repeat purchases, and improve competitiveness in the bakery market.

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Related topics: Consumer Behavior and Marketing Influence · Consumer Retail Behavior Studies · Consumer Market Behavior and Pricing