Factors Affecting Consumer Purchasing Decisions for Hydraulic Rods in Thailand

Abstract

This research investigates the factors influencing consumer decision- making in the purchase of hydraulic rods in Thailand. The elements considered include brand awareness, brand consciousness, price consciousness, quality consciousness, service quality, and logistics service quality. The sample consisted of 322 participants who had purchased hydraulic rod products in Thailand. The gender distribution of respondents was roughly equal, with most aged between 41 and 50 years old, and the majority being business owners. Their companies were primarily distributors in the industrial sector in Samut Prakan, operating for 11–20 years, and employing fewer than 10 staff members. Most respondents purchased hydraulic rods on a monthly basis, with an annual expenditure of less than 50,000 Baht. Their current payment terms were cash on delivery, though they preferred a 60- day credit period. Both the current and preferred delivery time was the same— one day after placing the order. The findings revealed that brand awareness, logistics service quality, and service quality had a significant positive impact on consumer purchasing decisions at the 0.01 significance level. The study employed a quantitative method using survey questionnaires, supported by semi- structured interview guides. Data were analyzed with descriptive statistics and multiple regression analysis.