A STUDY OF MARKETING FACTORS OF COMMUNITY PRODUCTS IN THE PATHUM THANI PROVINCE

Abstract

This study aims to 1) study the marketing factors of community products in the Pathum Thani province and 2) compare the marketing factors of community products in the Pathum Thani province classified by demographic characteristics. The samples used in the present study were 400 people living in the Pathum Thani province, and the questionnaire was used as a research tool. Content validity was employed to measure the research tools using basic statistics and inferential statistics  to analyze the data. The findings revealed that consumers in the Pathum Thani province focus on various factors at a high-level  = 4.09. When considering each factor, it was found that the participants considered  the product price as the most important factor. According to the findings, the relationship between demographic factors and marketing factors were as follows: 1) gender difference affected the purchasing decision of community products in the Pathum Thani province. 2)age difference affected the purchasing decision towards community product in the Pathum Thani province. 3)the difference of levels of education affected the purchasing decision of community products in the Pathum Thani province in terms of different distribution channels. 4)the difference of average income affected the purchasing decision of community products in the Pathum Thani province and it was statistically significant at the 0.05 level.