The Comparative Study of Factors Influencing the Decision to Purchase OTOP products, Ranong Province

Abstract

The purposes of this research were to study and compare factors influencing the decision to purchase OTOP products, Ranong province. The sample group of 400 tourists was collected by simple random sampling. Statistical analysis and description were done by statistic program. Statistics included percentage, mean, standard deviation, test, and variance analysis. The findings revealed that 1) the majority of tourists were female, age between 21-30 years old, married, and working as government officials or state enterprises with an income of 5,001 10,000 baht, 2) the overall decision to purchase OTOP products, product, place, price, and promotion respectively and it was rated at a high level, 3) the male and female tourists had a different decision of promotion with a statistical significance of 0.05., 4) the tourists with different marital status at least one pair had a different decision of product, and promotion with a statistical significance of 0.05, 5) the tourists with different occupation at least one pair had a different decision of promotion with a statistical significance of 0.05., 6) the tourists with different income at least one pair had a different decision of place, and promotion with a statistical significance of 0.05.