Consumers’ Purchase Decisions Toward Processed Salted Egg Products from By-product in Surat Thani Province: An Application of the Seven O’s Framework
Keywords:
Consumer purchase decision, Multiple logistics regression, Processed salted egg, Seven O’s frameworkAbstract
This study examines consumers’ purchases decisions toward processed salted egg products derived from turmeric oil by-product in Surat Thani Province. The objectives are to investigate consumers’ purchasing behavior and identify influencing factors based on the Seven O’s framework. This quantitative study collected data from 381 consumers in Surat Thani Province using purposive sampling and analyzed data using descriptive statistics and multiple logistic regression. The results indicate that purchase purpose, payment method, festival period, purchase timing, and media type significantly influenced purchasing decisions (p < 0.05). Gift-oriented purchases were 2.21 times more likely than personal consumption, while digital payment increased purchase likelihood by 2.35 times compared with cash. Additionally, purchases during long holidays and festival periods were 2.25 and 2.07 times more likely, respectively, and video-based media increased purchase likelihood by 1.93 times compared with image-based media. These findings highlight the importance of targeted marketing strategies to enhance the market potential of value-added turmeric-salted egg products and extend the application of the Seven O’s framework in consumer behavior research, particularly in the context of local value-added food products.
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