FACTORS INFLUENCING BLOOD PRESSURE MEASUREMENT DEVICE PURCHASING DECISIONS AMONG CONSUMERS IN BANGKOK METROPOLITAN

Abstract

     The objectives of this research are 1) to compare the differences between the demographic factors in decision to purchase blood pressure measurement device of consumers in Bangkok metropolitan and 2) to study the marketing mix factors influencing the decision to purchase blood pressure measurement device among consumers in Bangkok metropolitan. The samples used in the research were 400 consumers living in Bangkok metropolitan. The statistics used for data analysis were percentage, mean, standard deviation, t-test analysis, analysis of variance; ANOVA, Pearson’s correlation and multiple regression analysis, 95% confidence level.

     The results of the study showed that the majority of the samples were female with marital status and undergraduate education. Most of them work in private companies and have average monthly income between 30,001–50,000 baht. The hypothesis test comparing different consumer demographic factors had a significant effect on the blood pressure measurement device purchasing process of the consumers at 0.05 level. Marketing mix factor has a level of importance in the blood pressure measurement device purchasing process and the hypothesis testing of marketing mix influencing the purchasing decision process of blood pressure monitors of consumers in Bangkok metropolitan found that the marketing mix consisted of 3 aspects, namely product, price and marketing promotion had an effect on the decision-making process to buy blood pressure monitors of consumers in Bangkok metropolitan statistically significant at the 0.05 level.