MOTIVATIONAL FACTORS, BRAND IMAGE, AND PERCEIVED VALUE INFLUENCING THE PURCHASE DECISION OF PREMIUM-GRADE (HIGH-QUALITY) MATCHA POWDER AMONG WORKING CONSUMERS IN THE BANGKOK METROPOLITAN AREA
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Abstract
The objectives of this study were 1) to examine the motivational factors influencing the purchase decision of premium-grade (high-quality) matcha powder among working consumers in the Bangkok Metropolitan Area, 2) to investigate the impact of brand image on the purchase decision of premium-grade matcha powder among working consumers in the Bangkok Metropolitan Area, and 3) to explore the role of perceived value in shaping the purchase decision of premium-grade matcha powder among working consumers in the Bangkok Metropolitan Area. This research employed a quantitative approach, using an online questionnaire as the primary data collection tool. A sample of 385 respondents was selected. Statistical methods applied included frequency, percentage, mean, standard deviation, and multiple regression analysis.
The findings revealed that: 1) motivational factors exert a positive influence on the purchase decision of premium-grade matcha powder among working consumers in the Bangkok Metropolitan Area, with statistical significance at the 0.05 level; 2) brand image has a positive influence on the purchase decision of premium-grade matcha powder among working consumers in the Bangkok Metropolitan Area, with statistical significance at the 0.05 level; and 3) perceived value positively influences the purchase decision of premium-grade matcha powder among working consumers in the Bangkok Metropolitan Area, with statistical significance at the 0.05 level.
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