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Intention to buy OTOP food products among consumers in Nonthaburi Province
Rajitphan Jantarach - ไม่ระบุหน่วยงาน
ชื่อเรื่อง (EN): Intention to buy OTOP food products among consumers in Nonthaburi Province
ผู้แต่ง / หัวหน้าโครงการ (EN): Rajitphan Jantarach
บทคัดย่อ (EN): s degree. Most of the respondents had a high level of knowledge about OTOP food products (70.83%), and a positive attitude towards OTOP food products (59.47%). OTOP food products were difficult to access (70.45%), and selling places for OTOP food products were not available (58.33%). Most of the respondents had a high social support towards OTOP food products (67.05%). More than 80% of the respondents had received information about OTOP food products, and had consumed OTOP food products. The significant factors associated with the intention to buy OTOP food products were knowledge of OTOP food products, attitude towards OTOP food products, availability of selling places for OTOP food products and social support towards OTOP food products at p-value < 0.05. This study reveals that consumers who had access to selling places for OTOP food products had an intention to buy OTOP food products. Therefore, more selling places for OTOP food products should be constructed. Thai images of OTOP food products should also be created and provide more information about OTOP food products through various media especially by word of mouth.
บทคัดย่อ: ไม่พบข้อมูลจากหน่วยงานต้นทาง
ภาษา (EN): en
เอกสารแนบ (EN): http://dcms.thailis.or.th/dcms/dccheck.php?Int_code=126&RecId=3594&obj_id=5099
เผยแพร่โดย (EN): มหาวิทยาลัยมหิดล
คำสำคัญ (EN): Intention
เจ้าของลิขสิทธิ์ (EN): มหาวิทยาลัยมหิดล
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Intention to buy OTOP food products among consumers in Nonthaburi Province
Rajitphan Jantarach
มหาวิทยาลัยมหิดล
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