Motivation for Cpnsumers To Make Purchasing Decisions At Cj More Stores In Mueang District, Khon Kaen Province

Abstract

This research aimed to study the factors affecting the motivation of consumers in making purchasing decisions in CJ More stores in Mueang District, Khon Kaen Province. The  study focused on analyzing marketing factors in terms of products, prices, places, and  promotions, service behavior, and consumer demographics. The sample group consisted of  400 people in Mueang District, Khon Kaen Province. The reliability was .921. A questionnaire  was used as the main tool and the data were analyzed using descriptive statistics, mean, standard deviation, and linear multiple regression analysis. The results of the study found that:

Consumers are highly satisfied, tend to return to use the service again, and show  loyalty to the CJ More brand. The sample group of consumers who buy products from CJ  More stores in Mueang District, Khon Kaen Province are mostly female, aged 15-25 years,  single, have a bachelor's degree, are students, have a monthly income of less than 10,000  baht, and the frequency of purchasing consumer products through CJ More stores in the past  month is less than 3 times. The highest cost per service is less than 500 baht. The type of product that consumers like to buy the most in the past 3 months is beverages. The person  who has the most influence on consumers' purchasing decisions is themselves. The time when  consumers use the service the most is 15.01 - 18.00 hrs. The most news follower is no news  follower. The factor level that has high influence on motivation in purchasing decision found  that the location aspect had an average value ( = 4.05,S.D.= 0.61) , followed by the price  aspect with an average value ค่าเฉลี่ย ( = 3.99,S.D. = 0.61), the product aspect with an average  value ( = 3.90,S.D. = 0.58), and the promotion aspect with an average value ( = 3.87,S.D. =  0.73), respectively.