FACTORS INFLUENCING DECISION TO BUY ORNAMENTAL FISH AT FISH VILLAGE FISH MARKET BAN PONG DISTRICT, RATCHABURI PROVINCE.

Abstract

The purpose of this research is 1) to study the factor level of marketing mix. And the decision to buy beautiful fish at the Fish Village Fish Market Ban Pong District Ratchaburi Province 2) to study the factors of marketing mix that affect the decision to buy ornamental fish, Fish Village Fish Market. Ban Pong District Ratchaburi Using quantitative research methods. The results of the research found that 1) the opinion level of the overall marketing mix factor and each aspect was at a high level. And the level of purchasing decisions in overall and each item is also at a high level. 2) Factors of Marketing Mix That Affect Buying Decisions, Fish Village Fish Market Ban Pong District Ratchaburi Price (X₂), distribution channel (X₃) marketing promotion (X₄), and product (X₁), can predict the collaboration efficiency by 52.00% by writing a predictive equation for purchasing decisions as follows:  _tot= .695 + .239(X₂) + .195(X₃) + .172(X₄) + .157(X₁).