A Study of Requirement and Factors Influlence Purchasing Decision

Abstract

The purposes of the study were 1) to investigate factors influencing the needs and purchasing decisions of Malaysians to buy processed foods, 2) to study the relationship between the variable factors affecting Thai entrepreneurs' decision making and 3) to examine the goodness of fit of the causal model of the factors affecting the needs and purchasing decisions of Malaysians to buy processed foods with empirical data. The study applied mixed research method. The research samples selected through Simple Random Sampling were Malaysians buying Halal processed food products from Thailand. The research data were collected by questionnaires and analyzed by Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The research findings were as follows that 1) the factors affecting the needs and purchasing decisions to buy processed foods of Malaysians consisted of cultural factors, perceived marketing mix factors, past behavior factors, quality confidence factors, and factors regarding purchase intention on Thai processed foods. 2) Confirmatory Factor Analysis was administered and the findings revealed that every factor applied was appropriate. Even though the number of the variables decreased, structural reliability remained acceptable and could suitably be applied to Thai export businesses. 3) The model explaining the relationship between the factors according to the hypothesis analyzed by Linear Structure Equation Modeling yielded direct influences consistent with the five hypotheses having been proposed. The research result showed that Malaysians were confident in Thai Halal Products Standard Certification with high reliability of 80