TY - JOUR AU - ภู่ตระกูล, พิมสิริ AU - เจริญสวรรค์, นิรมล AU - รัชตะวิศาล, เมธี AU - วัจนเทพินทร์, สุพิศพรรณ AU - เลิศจริยพร, สุเมษ PY - 2018/09/11 Y2 - 2024/03/29 TI - Customers’ Perception in Snakeskin Guarami and Key Factors in Buying Decision JF - Business Review Journal JA - bus. rev. j. VL - 10 IS - 1 SE - Research Articles DO - UR - https://so01.tci-thaijo.org/index.php/bahcuojs/article/view/145060 SP - 155-170 AB - <p>The objectives of the research are (1) to study Bang Bo Snakeskin Guarami fish’s<br>identities of consumers’ perception (2) to study the key factors of consumer buying decision.<br>Judgment sampling is used to obtain 400 consumers who have had Snakeskin Guarami fish<br>from Bang Bo and from other provinces. Data was collected by self-administered<br>questionnaire in Bangkok and its vicinity. In analyzing data section, descriptive statistic, one<br>Sample T-Test and Factor Analysis were used.<br>The result of the study finds that consumers have good knowledge and<br>understanding about Snakeskin Guarami fish from Bang Bo along with good perception. The<br>four key factors of consumer buying decision are the integrated communications and product<br>development factor, perception and understanding factor, cleaning factor, and price factor,<br>respectively. All the four factors can explain 43.572 percentage of total variance.</p> ER -