THE MARKETING MIX FACTORS INFLUENCING THE DECISION TO PURCHASE TEAK FURNITURE FROM THE SOUTHERN FOREST INDUSTRY ORGANIZATION IN SURAT THANI PROVINCE

Abstract

The research aims to: 1) Study the level of opinions toward marketing mix factors, 2) Compare the levels of opinions toward these marketing mix factors, and 3) Investigate the marketing mix factors influencing the decision to purchase teak furniture from the Southern Forest Industry Organization in Surat Thani Province. This quantitative research involved a sample group of 400 consumers interested in purchasing teak furniture from the Southern Forest Industry Organization in Surat Thani Province, selected through non-probability and purposive sampling methods. A questionnaire was used as the research tool, with statistical analysis employing frequency, percentage, mean, t-test, F-test, and multiple regression analysis. The findings revealed that consumers' overall opinions toward the marketing mix factors were at the highest level. Differences in gender, age, marital status, education level, occupation, and average monthly income among consumers correlated with varying levels of opinions toward the marketing mix factors influencing purchasing decisions. Additionally, the marketing mix factors-product, price, promotion, personnel, distribution channels, physical attributes and presentation, and service processes-significantly influenced the decision to purchase teak furniture from the Southern Forest Industry Organization in Surat Thani Province at a statistical significance level of 0.05. Key recommendations for marketing strategies include modernizing products, establishing value-reflective pricing, and promoting marketing through discounts and giveaways to create a competitive advantage.