| dc.description.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. | en_US |
