Integrated marketing communication affecting consumers’ decisions in purchasing community enterprise product: a case study of oyster chili paste

Abstract

The purpose of this research was to investigate the demographic factors affecting consumers' decisions in purchasing oyster chili paste and, to study factors in integrated marketing communication affecting the decisions. The quantitative research was conducted through a sampling group of 400 people and the statistics used for analysis was the regression analysis.

The findings disclosed that most of the oyster chili paste consumers of the Sonthiwat Agricultural Community Enterprise were female rather than male, aged between 35 and 44. Being an entrepreneur who earns an income above 30,001 Baht per month and mostly residing in Surat Thani Province. The factors affecting Integrated Marketing Communication respectively included Public Relations, Sales Promotion, Advertisement, and Direct Marketing. The factors that affect purchasing decisions were desire, buying decisions, interest, and attention. The results of the hypothesis test revealed that the Integrated Marketing Communication affecting consumers purchasing decisions was Advertising, Public Relations, and Sales Promotion at a statistically significance level of 0.05.

The findings disclose that oyster chili paste consumers of the Sonthiwat agricultural community enterprise were comprised of more females than males, age between 35 and 44, self made entrepreneur with more than 30.001 Baht income month and mostly resided in Surat Thani Province. The factors affecting integrated marketingcommunication respectively included the public relations: sale promotion; advertisement, and direct marketing. On the contrary, the factors affecting purchasing decisions were the need; buying decisions; attentiveness; and. awareness. The results of hypothesis test revealed that the integrated marketing communication affecting consumers purchasing decisions was advertising. public relations, and sales promotion, at a statistical significant level of 0.05.