||The affecting factors Consumer Behavior of Thai people
using food and drinks vending machine
||Master's Program in Business and Management (English-Taught Program)
||Nowadays, we are staying in a hurried life. It can be seen in a big city where everything looks like a rat race. Therefore, inventor creates an invention to help our life had better than before. One of them called “Vending machine” to help humans save time. Thailand also as same in this situation. It may be from the change in environment, culture, and also consumer behavior seems to have influenced humans. For these reasons, has occurred this paper intends to study which affecting factor has affected consumer behavior. Hence, the study and scope will study Thai people to see opinion, attitude, and consumer behavior. This research used Exploratory Factor Analysis (EFA) to analyze and find a result of affecting factors. A total of the sample was 309 respondents who were answered with woman, 26-30 years who are the employee, graduated with a Bachelor’s degree, and having a salary in 10,000-20,000 Bath. The results can be classified into 3 groups that had affected customer 1) Reasonableness and Convenience 2) Variety and Accessible 3) Satisfaction and Transparency, and have influenced the customer to trust and purchase in a service. Moreover; the results in satisfaction indicated that the customers were very satisfied in Price, Place, and Product; it is a big determinant to consumers as the same 3 factors of EFA mentioned previously.
Chinese Abstract (提要) II
English Abstract III
List of Figures VIII
List of Tables IX
Chapter 1. Introduction 1
1.1 Background 1
1.2 Motivation 2
1.3 Purpose 3
1.4 Scope and delimitation 3
1.4.1 Variables studied 3
1.4.2 Dependent Variables 4
Chapter 2. Literature Review 5
2.1 Vending machine 5
2.1.1 History of Vending machine 5
2.2 Theory and Concept of Consumer Behavior 7
2.2.1 Cultural factors 9
2.2.2 Social factors 9
2.2.3 Personal factors 10
2.2.4 Phycholocal factors 10
2.3 Theory and Concept of Consumer Satisfaction and Loyalty 11
2.3.1 Consumer Satisfaction 11
2.3.2 Loyalty 13
2.4 Theory and Concept of Marketing Mix 14
Chapter 3. Methodology 17
3.1 Research object 17
3.2 Population 17
3.3 Survey Design 17
3.3.1 Personal Information 18
3.3.2 The satisfaction of the consumer who use food and drinks vending machine 18
3.3.3 Information User behavior buying food and drinks from a vending machine 19
3.4 Data collection 20
3.5 Analysis Method 20
3.5.1 Factor Analysis 21
Chapter 4. Results and Findings 22
4.1 Presentation of data analysis results 22
4.2 Survey results 23
4.2.1 The statistics of personal information 23
4.2.2 The satisfaction of the consumer who used food and drinks vending machine 27
4.2.3 Information User behavior buying food and drinks from a vending machine 30
4.2.4 Analysis by Exploratory Factor Analysis (EFA) 38
Chapter 5. Conclusion and Discussion 46
5.1 Conclusion 46
5.2 Discussion 50
5.3 Future research 52
Appendix A 59
Appendix B 66
Figure 1: 1st vending machine in the world 5
Figure 2: kind of vending machine product 7
Figure 3: Factors Influencing Consumer Buying Behavior 8
Figure 4: Basic need of levels 13
Figure 5: The American Customer Satisfaction Index (ACSI) 14
Figure 6: Marketing Mix 16
Table 1: The number and percentage of respondents classified by Gender 23
Table 2: The number and percentage of respondents classified by Age 24
Table 3: The number and percentage of respondents classified by Occupation 24
Table 4: The number and percentage of respondents classified by Degree 25
Table 5: The number and percentage of respondents classified by Degree (new group) 25
Table 6: The number and percentage of respondents classified by Income per month (Bath) 26
Table 7: x̅ and S.D., the level of satisfaction in Product of the consumer who uses food and drinks vending machine 27
Table 8: x̅ and S.D., the level of satisfaction in Service of the consumer who uses food and drinks vending machine 28
Table 9: x̅ and S.D., the level of satisfaction in Price of the consumer who uses food and drinks vending machine 29
Table 10: x̅ and S.D., the level of satisfaction in Place of the consumer who uses food and drinks vending machine 29
Table 11: The number and percentage of respondents; respondents experienced that has ever bought food and drinks from a vending machine 31
Table 12: The number and percentage of respondents; kind of food has respondents ever bought from a vending machine 31
Table 13: The number and percentage of respondents; kind of drinks has respondents ever bought from a vending machine 32
Table 14: The number and percentage of respondents; place that respondents have ever used 33
Table 15: The number and percentage of respondents; spending money of
respondents have ever spent money to purchase per times 34
Table 16: The number and percentage of respondents; times per month of respondents have ever used 34
Table 17: The number and percentage of respondents; trend will use a vending machine in the future 35
Table 18: The number and percentage of respondents; factors had affected respondents for buying food and drinks from a vending machine 35
Table 19: The number and percentage of respondents; Place could install food and drinks vending machine 36
Table 20: The number and percentage of respondents; Service or problem in food and drinks vending machine need to improve 37
Table 21: The number and percentage of respondents; Suggestion (word of mouth) to use a vending machine 37
Table 22: KMO and Bartlett's Test 38
Table 23: Total variance explained 40
Table 24: Rotated Component Matrix 41
Table 25: A new group 1 of Factor Loading after rotated Component by Varimax 43
Table 26: Reliability Statistics of Factor 1- 43
Table 27: A new group 2 of Factor Loading after rotated Component by Varimax 44
Table 28: Reliability Statistics of Factor 2- 44
Table 29: A new group 3 of Factor Loading after rotated Component by Varimax 45
Table 30: Reliability Statistics of Factor 3- 45
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