Image Perception and Marketing mix that affects The Purchasing Decisions of Herbal Products in Muang District Chiang Mai Province DOI:

Abstract

This research aims to Examine Perception image factor Marketing mix and The Purchasing Decisions of Herbal Products in Muang District Chiang Mai Province. The sample group was consumers The Purchasing Decisions of Herbal Products in Muang District Chiang Mai Province The sample is 400 people. the collecting data tool is a questionnaire and data analysis using descriptive statistics, including, mean, and standard deviation, and inferential statistics, including Pearson and Multiple Linear Regression Analysis.

The results of this study revealed that most consumers were females, marital status 40 - 49 years, a bachelor's degree with a working as a private employees and the average monthly income were 10,001 – 30,000 baht. The Purchasing Decisions factors have the level importance at the high level. The coefficient analysis of forecasters of the five variables were the Perception image factor (X₁ ) Product Marketing mix factor (X₂ ) Price Marketing mix factor (X₃ ) Place Marketing mix factor (X₄ ) and Promotion Marketing mix factor (X₅ ). The purchasing decisions (Y) when testing for statistical. significance it appeared to be statistically significant at the level 0.01 all factors. The five independent variables can be predicted the purchasing decisions (Y) as 53.20 percentage Multiple Linear Regression Analysis (R²) can be written as a forecast equation as follows.

Y = 0.301 + 0.361 X₁ + 0.481 X₂ + 0.460 X₃ +0.429 X₄ + 0.398 X₅