Marketing Mix Factors Affecting Consumer Buying Decision of Ready-to-Cook Frozen Seafood in Mueang District, Pathum Thani Province

Abstract

           This research article aimed to (1) study the decision-making level of marketing mix factors affecting consumer’s decision to buy ready-to-cook frozen seafood; (2) compare the different between personal factors and consumer buying decision of ready-to-cook frozen seafood of customer; (3) study the relationship between marketing mix factors and consumer’s decision to buy read-to-cook frozen seafood; and (4) study the decision making process to buy ready-to-cook frozen seafood of consumers in Mueang district Pathum Thani Province. The population consisted of consumers who bought ready-to-cook frozen seafood in Mueang District of an unknown population. The sample consisted of 384 persons. The research instrument was a questionnaire. Statistical tools used in the research were frequency, percentage, mean, standard deviation, t-test, F-test (One-Way ANOVA), and Pearson correlation coefficient.

           The results of research revealed as following. (1) The level of decision-making factor in the marketing mix was overall at a high level; the aspect with the highest mean first in the highest level was in terms of products. (2) Consumer with different genders and incomes had no impact on buying decisions, but other personal factors did. (3) All marketing mix factors were related to buying decision in the same direction. The most influencing factor was marketing promotion. (4) The buying decision process of ready-to-cook frozen seafood was related to the post consumption satisfaction which would affect the future purchases.