Market mix factors that affect the decision to buy alcoholic beverages Surin Sin Thai Limited Partnership DOI:

Abstract

          This research aimed to study: 1) Mixed factors in the alcohol market, 2) The process of purchasing alcoholic beverages in Surin Sin Thai Limited Partnership, and 3) The mixed market factors that affect the decision to purchase alcoholic beverages. Surin Sin Thai Limited Partnership by collecting data from 173 shops that came to buy Surin Thai Limited Partnership's drinks, including wholesale stores, retail stores, and restaurants, using a questionnaire. Tools used to analyze data using ready-made programs. The statistics used in the research include frequency, percentage, mean, standard deviation. Hypothesis test by multiple correlation analysis method and multiple regression analysis method.

          The results of the study showed that 1) the alcohol marketing mix found that the success in meeting the demand for alcohol purchase decisions. Surin Sin Thai Limited Partnership, most of which are wholesale stores, have a monthly income of more than 40,000 baht. The results of the hypothesis test showed that the marketing mix affected the decision-making process of alcoholic beverages. 3) Market mix factors that affect the decision to buy alcoholic beverages. Surin Sin Thai Limited Partnership in terms of care It has a statistically significant effect on the purchase decision of alcoholic beverages at the level of 0.01 and the market mix. In terms of what the store needs, communication, comfort, and success in meeting needs. It has a statistically significant effect on the decision to buy alcoholic beverages at the level of 0.05.