Abstract
This study examined the value and quality factors affecting the purchase decision of the car audio customers in Phra Nakhon Si Ayutthaya Province. Quantitative data were gathered from 385 selected customers of the product through purposive sampling method. The Pearson’s correlation coefficient using multiple regressions was employed for data analysis. The results revealed that the customers consider the product value factors in their purchase of car audio at high level while product quality factors at the highest level. In terms of product value, the price and social value influenced the purchase decision while the emotional value has no influence. In terms of quality, the service performance, durability, and additional functions influenced the purchase decision while reliability has no influence. The results of the study are helpful to the companies as fundamental data to their business planning in improving their products and services to meet the needs and demands of their customers.
Keywords: value, quality, service performance, durability, additional functions, car audio product, purchase decision
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