Factors Affecting on Decision Making Behavior of Consumer for Products Purchasing in Huamum Flea Market, Kaset-Nawamin, Ladprao District, Bangkok

Abstract

          The purposes of this study were: 1) to study the important factors affecting consumer purchasing decision at the Huamum Flea Market, Kaset Nawamin. and 2) to study the purchasing behavior of consumer at the Huamum Flea Market, Kaset Nawamin. The sample of 400 people. The research instrument was a questionnaire. The statistics used in the research consisted of frequency, percentage, mean, standard deviation, t-test, and F-test (One-Way ANOVA), and analyzed the difference in pairs by LSD (Least Significant Difference).

          The research result showed that consumers obtained information through the internet, arrived at the flea market between 5 p.m. and 7 p.m., spent more than 60 minutes on shopping at the flea market with friends, traveled by private cars, and decided to purchase the clothes at less than 1,000 baht. Important factors for purchasing decision making behavior are the marketing-mix factors; it showed that consumer focused on the overall at a high level. Under consideration of each aspect, the price was with the highest average and at highest level and was followed by the product, promotion and distribution channels respectively.

          The hypothesis testing results showed that in aspect of gender and status there were no different levels of importance for purchasing decision behavior in terms of marketing-mix factors; whereas the variety of ages, educations, occupations, and average monthly incomes had different significance level for purchasing decision behavior in marketing-mix factors at statistical significance at 0.05 level.