Factors Influencing the Intention to Repurchase of Consumers at the Fresh Market, Dusit District, Bangkok
The purposes of this research were to investigate the awareness of consumers at the fresh market, to investigate the consumption behavior of the consumers at fresh market, and to investigate factors influencing the intention to repurchase of consumers at the fresh market, Dusit District, Bangkok. This was a quantitative research. A total of 200 samples were interviewed by questionnaire. Statistics description included multiple Regression Analysis and SPSS programs. The findings revealed that the consumers had a high level of awareness in terms of product, value for money, intention to repurchase, service quality, location. Moreover, 32.5 percent of the respondents purchased at the fresh market 2-3 days a week. There were four factors that influencing the intention to repurchase of consumers: value for money, service quality, product, and location. The coefficient correlations of value for money and service quality were less than .001 and the coefficient correlations for product and location were .003, and .004 respectively.
Keywords- Repurchase, Fresh Market, Service Quality.