IMPORTANT FACTORS TOWARD CONSUMERS’ DECISION ON PURCHASING THE BAKERY A CASE STUDY OF BAKER LOVER SHOP

Abstract

This research aimed 1) to study the consumers’ opinion toward the important factors of decision on purchasing the bakery in case study of Baker Lover Shop, and 2) to compare the consumers’ opinion toward the important factors of decision on purchasing the bakery in case study of Baker Lover Shop, categorized by personal factors. The samples consisted of 175 consumers who decided to purchase the bakery from Baker Lover Shop, selected by an accidental sampling. The research instrument was a questionnaire that had the content validity (IOC) between 0.66-1.00 and the reliability of 0.83. The statistics used in analyzing the data were percentage, mean, standard deviation, and hypothesis testing by t-test and One-way ANOVA (F-test) which was determined the statistical significance at the 0.05 level. The results found that; 1) The consumers’ opinion toward the important factors of decision on purchasing the bakery in case study of Baker Lover Shop were important at high level in overall factors. By priority in descending order as follows the price, the promotion, the place and the product, and 2) The consumers who were different gender, age, education, occupation and income had the opinion toward the important factors of decision on purchasing the bakery in case study of Baker Lover Shop that were not different.