This research aimed to 1) examine the impact of
marketing innovation on purchase intention for packaged rice
products, 2) investigate the influence of brand equity on purchase
intention for packaged rice products, and 3) study the relationship
between demographic characteristics and purchase intention for
packaged rice products. This quantitative research collected data
from 4 4 5 consumers of 5 - kilogram packaged rice residing in
Thailand. Statistical tools employed for analysis included T-test,
One-way ANOVA, and Multiple Linear Regression Analysis. The
findings revealed that marketing innovation significantly influenced
purchase intention, as the introduction of innovation increased
interest and differentiation from competitors. Regarding brand
equity, consumers prioritized credibility and quality when making
purchasing decisions. As for demographic characteristics, gender,
age, marital status, education level, and occupation were found to
have no significant effect on purchase intention, whereas income
and region had a significant impact. Therefore, the research
supports the notion that developing marketing innovations and
enhancing brand equity are crucial for stimulating consumer
purchase intentions.