Factors Affecting Consumers’ Purchase Decisions on Fabric Softener in Bangkok and the Metropolitan Region

Abstract

This study examined the effects of perceived value, price consciousness, quality consciousness, sales promotions, fragrance influence, and subjective norms on consumer purchase decisions for fabric softeners in Bangkok and the metropolitan region. Data was collected from 311 respondents through a survey questionnaire and analyzed using multiple regression. Results indicated that respondents represented a broad age range, with most between 30–39 years old, and generally preferred 1,000–1,500 ml packages, with Downy as the most popular brand. The results further show that quality consciousness, fragrance influence, and perceived value positively shape purchase decisions, while price consciousness, sales promotions, and subjective norms had no significant effect at significant level of .01. These findings suggest that fabric softener brands should emphasize product quality, long-lasting fragrance, and overall consumer value to strengthen engagement and competitiveness in the market.