A Study Of The Marketing Mix Affecting Purchasing Decision For After Rice (Watermelon). A Case Study Of Consumers In Ubon Ratchathani Province DOI:

Abstract

This research aims to 1) study consumer behavior in purchasing watermelon, 2) study the marketing mix that affects the decision to purchase watermelon, and 3) compare the marketing mix that affects the decision to purchase the latter plant. Rice fields (watermelons) of consumers in Ubon Ratchathani province. The sample group consisted of 400 consumers who purchased rice crops (watermelons). A questionnaire was used as a data collection tool. Data were analyzed by descriptive statistics and multiple regression analysis. The results of the research were found: 1) Most consumers are female, 52.5 percent, with an age range of 21-30 years, 63.50 percent have single status, 85.8 percent are students, 53.00 percent have an income not exceeding 10,000. baht, 55.50 percent and there are 5-7 members, 68.80 percent; 2) Watermelon purchasing behavior of consumers Buying in the evening 44.30 percent, buying 1-2 times a week 80.80 percent, purchase costs less than 50 baht 43.00 percent, self-determination 76.50 percent, fresh market 62.50 percent, most of which are bought for self-consumption 91.80 percent Overall, the marketing mix is at the highest level, with an average of 4.35. Watermelon purchasing decision process. is at the highest level, with an average of 4.21; and 3) the marketing mix that affects the decision to buy watermelon It was found that there were 3 independent variables that could be predicted with statistical significance (p  0.01), namely: product Distribution channel and sales promotion which can predict the marketing mix that affects the watermelon purchasing decision (R2) at 78.40 percent. All 3 variables have positive values, that is, when consumers have product Distribution channel and in terms of promoting more marketing, it will result in a marketing mix that influences the decision to purchase rice crops (watermelons) for consumers in Ubon Ratchathani province more as well.