CONSUMER BEHAVIOR AND MARKETING MIX FACTORS AFFECTING THE DECISION-MAKING PROCESS OF PURCHASING READY-TO-EAT CHILI PASTE IN MUEANG DISTRICT, LOP BURI PROVINCE

Abstract

The purpose of this research is to study the marketing mix that affects buyers' decision to purchase ready-to-eat packaged chili paste in Mueang District. Lopburi Province This quantitative research method using a questionnaire which is selected based on convenience. The sample group consisted of people living, studying, or working in Mueang Lopburi District. a total of 400 samples and the data were analyzed for statistics using frequency values (F) percentage (%) mean () and standard deviation (S.D.). The most respondents were female, aged between 31-35 years, bachelor's degree, marital status, occupation, employees of private companies or stores. The monthly income 10,001-15,000 baht. To buy ready-to-use chili paste in packaging 1-2 times a month. Buying 1 bottle at a time in sizes 100-200 grams (1-2 ticks), price 20-30 baht. The most popular to buy chili paste Maepranom brand, by purchasing from modern trade stores such as supermarkets, and department stores to be eaten within their families. The results of the study found that every factor in the marketing mix has a high level of effect. In order to, the price factor ( = 4.27) followed by the product factor ( = 4.23) the distribution location factor ( = 3.89) and the marketing promotion factor ( = 3.56) the sub-factors with the highest average values ​​first in each main factor. The results appear as follows. The product factor is the taste of delicious chili paste ( = 4.56) and the cleanliness of chili paste ( = 4.52), price factor is the price is appropriate for the quality and deliciousness ( = 4.36) distribution factor is available in supermarkets/ department stores ( = 4.34) and the promotion factor marketing was having chili paste to try for free at the point of sale ( = 3.89) respectively.