Work

Impact of perceived price, appearance, and brand attachment on future purchase intentions: A case study of OTOP and SME products in Thailand

Year: 2024

Type: article

Abstract: This study investigates the impact of perceived price, perceived appearance, and brand attachment on future purchase intentions for One Tambon One Product (OTOP) and Small and Medium-sized Enterprises (SME) products. This study investigates the integration of cultural identity into creative product development, using Water Hyacinth as a central theme, under the slogan "Do Less, Get More." It employs a quantitative research approach to explore how cultural identity can be a source of innovation and differentiation in product design. Data were collected via questionnaires from 335 customers in Phayao Province and analyzed using a multilevel structural equation model. The results indicate that perceived price, appearance, and brand attachment significantly influence purchase intentions, supported by strong model fit indices (e.g., χ² = 313.909, CFI = 0.93, RMSEA = 0.06). These findings underscore the importance of these factors in shaping consumer behavior and offer insights for culturally driven product development and marketing strategies.

Source: International Journal of ADVANCED AND APPLIED SCIENCES

DOI: 10.21833/ijaas.2024.12.017

Authors: Chutikarn Sriviboon, Atidtaya Bousri, Watsamon Santaweesuk

Institution: Suan Sunandha Rajabhat University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $469

Funders: National Research Council of Thailand, Suan Sunandha Rajabhat University