The Marketing Mix Factors Affecting Consumer Purchase Decisions for Ice Cream in Bangkok

Abstract

This research aimed to 1) study the marketing mix factors affecting ice cream purchase decisions of consumers in Bangkok; 2) study the ice cream purchase decision behavior of consumers in Bangkok; and 3) examine the marketing mix factors that influence ice cream purchase decisions of consumers in Bangkok. The sample group consisted of 400 consumers who had previously purchased ice cream in Bangkok. A questionnaire was used as the data collection instrument, with instrument quality verified through the Item-Objective Congruence (IOC) index and reliability coefficient. Statistics used included percentage, mean, standard deviation, and multiple regression analysis.

The research findings revealed that all marketing mix factors affecting ice cream purchase decisions of consumers in Bangkok were rated at the highest level overall, particularly in terms of process, product, price, physical evidence, place, people, and promotion. Ice cream purchase decisions of consumers in Bangkok were also at the highest level overall, especially regarding evaluation of alternatives, need recognition, purchase decision, information search, and post-purchase behavior. The multiple regression analysis revealed that physical evidence (β = 0.468), product (β = 0.152), place (β = 0.146), and promotion (β = 0.122) were significant predictors. The combined predictive coefficient of these four factors (R² = 0.851) demonstrated strong predictive validity and could explain consumer ice cream purchase decisions in Bangkok (R) at 92.40%, with a standard error of prediction (SE) of 27.24, at a statistical significance level of 0.01.