The main objectives of this study is to analyze the determinants as demographic,
perceived behavior control, subjective norm and attitudes of Bangkok and Chiang Mai
consumer’s purchase intention on the electric cooking appliance, and to analyze the
determinants as brand image, country of origin and beliefs in product attribute on their
attitude.
The data of study was collected from the questionnaire distribution from Bangkok
and Chiang Mai. The data was analyzed by using ANOWA, T-Test, factor analysis and
multiple regression. The study found that the demographic, perceived behavior control,
subjective norm and attitudes have significant effect on purchase intention in Thailand,
and brand image, country of origin and beliefs in product attribute have significant effect
on attitude.