The purpose of this study to identify - these personal factors (needs, personality and perception) and how they correspond to product attribute in support of customer satisfaction in purchasing behaviour. This type of research paradigm is tailor-made for the study of the DoiKham product range in Thailand and how related levels of satisfaction can/do lead to loyalty and retention. A survey was conducted through a multi-stage sampling technique a total of 300 questionnaires completed in Thailand. Descriptive statistics are used to describe the basic features of demographic characteristics and analysis cross percentage between demographic characteristics and their purchasing behaviors. Regression analysis was used to test the significant of relationship among variables. Based on the result, that the vast majority of respondent is female and is 21-29 years old and have bachelors’ degree. The most of personal monthly income is 5,001-10,000 in Thai Baht. For normal purchasing behavior, the most of respondent purchased DoiKham at once a month and amount spent is less than 300 in Thai Baht and fruit juices were the most preferred product to purchase from all responses. The finding results indicated that there is a significant relationship between all personal factors and consumer satisfaction. There is a significant relationship between partial DoiKham product range attributes and consumer satisfaction. There is a highly significant related to customer satisfaction and customer retention through customer loyalty and also a direct positive relationship is found between customer satisfaction and customer retention that satisfaction and loyalty continue to play major roles in consumer retention.
