DAZH Mobile Application Concept Testing: A Purchase Intention of Café Business Entrepreneurs in Nakhon Ratchasima Province, Thailand

Adisak Suvittawat, Thawatchai Petkaew, Philawan Prasongsub

Abstract


The objective of this research is to find the raw materials purchasing behavior variables which have effect on purchasing behaviors of entrepreneurs in Nakhon Ratchasima Province, Thailand. The raw material purchasing behaviors have been identified in 5 variables, business size, business model, business duration, number of employees and estimated income. The research found that the initial investment of more than 24,000 USD is 47.7 percent, the initial investment of 3,030-24,000 USD is 34.1 percent and the initial investment of 1,000-3,000 USD is 18.2 percent. Entrepreneurs who have their own brands is 81.8 percent and franchisee is 18.2 percent. The business duration of 1-3 years is 34.1 percent and of more than 5 years is 25.0 percent. The number of employees of 1-3 employees is 60.5 percent and of 4-6 employees is 23.7 percent. For those with estimated monthly income less than 3,000 USD is 43.2 percent and for those with income of 3,001-6,000 USD is 36.4 percent. The café business entrepreneurs have an intention to purchase DAZE mobile application. The entrepreneurs found that the DAZE mobile application will give them purchasing time reduction, cost reduction and raw materials quality improvement respectively. The service charge acceptable rate is 1.01-3.00 USD/time which is considered acceptable for café business entrepreneurs. If the service charge rate is going high, it will directly affect their production costs.


Keywords


Concept testing; purchase intentions; purchasing behaviors; entrepreneurs

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DOI: https://doi.org/10.25292/atlr.v1i1.19

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