| dc.description.abstract | The purposes of this research were to study 1) the personal factors of small entrepreneurs who decide to buy instant banana fritters batter mix in Chiang Mai province, 2) the production factors of small entrepreneurs who decide to buy instant banana fritters batter mix in Chiang Mai province, 3) the purchasing decision on instant banana fritters batter mix of small entrepreneurs in Chiang Mai province, 4) the relationship between personal factors and the small entrepreneurs’ purchasing decisions on banana fritters batter mix and 5) the relationship between production factors and the small entrepreneurs’ purchasing decisions on banana fritters batter mix in Chiang Mai province. The population of the study included 328 small entrepreneurs, 265 participants were selected by a specific selection method. The instruments used in this study were questionnaires. The statistics used for data analysis were frequency, percentage, and chi-square. The results of the study were as follow: 1) personal factors of the small entrepreneurs, most of them living in Mueng district, Chiang Mai, mostly female, aged between 31 to 40 years. Their educational background was below the bachelor's degree. The average monthly sales revenue ranged from 5,001 to 10,000 baht, sales volume of fried bananas was 10– 20 bunches per day, the location of the shop was in front of the house. 2) Factors of production, it was found that small entrepreneurs placed high importance on personnel, budget, raw materials, and management. 3) The small entrepreneurs' purchasing decisions on banana fritters batter mix found that small entrepreneurs decided to buy “Kueakun brand”. The reason for the purchase was delicious taste. The outstanding feature of instant banana fritters batter mix was that the fried bananas were crispy for a long time. The place of purchase was the market/retail store. The amount purchased was 10 – 20 kg/time. The purchase cost was 1,000 – 2,000 baht/time. The purchase frequency was 1 - 2 weeks/time. The ingredient that needed to be added was dried shredded coconut, and the desired scent was no need to add flavorings. 4) The relationship between personal factors and the small entrepreneurs' purchasing decisions on banana fritters
batter mix, the results showed that personal factors in terms of gender, age, education level, average sales income per month and sales volume per day, there was a statistically significant correlation with the outstanding feature of instant banana fritters batter mix at .05 level. 5) The relationship between the production factors and the purchasing decision on the instant banana fritters batter mix of the small entrepreneurs found that the production factors in terms of personnel, raw materials and the management aspect had a statistically significant correlation at the .05 level. | en_US |
