Perceived OTOP Product Innovations Influencing Consumer Purchase Decisions

Abstract

This research aimed to study the perceived OTOP product innovations influencing consumer purchase decisions. The sample group consisted of 350 consumers who have used Thai community products, selected from the population using cluster sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, and Multiple regression analysis. The results of the research revealed that the respondents emphasized on product innovation and perceived brand. The respondents emphasized on product innovation and each aspect at moderate level. Including the respondents emphasized on perceived brand equity and each aspect at high level. In addition, the hypothesis testing revealed that the perceived brand equity in the aspect of brand awareness, perceived brand quality, brand loyalty and brand awareness have positively affected the purchasing decision of Thai community products which the variables can jointly forecast with significant at .05 and were able to explain the variance at 50.7 percent. The highest multiple regression coefficients were brand awareness, followed by perceived brand quality, brand association and brand loyalty, respectively. While product quality, product design, product utilization did not influence purchasing decisions of Thai community products.

Keywords— Community products, Perceived brand equity, Purchase decisions