Marketing Model of Buddhist Ritual Items’ Business in Pathumthani Province

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Phramaha Chuchai Duangsakawpisut

Abstract

The purposes of this research were to study 1) purchasing behavior of Buddhist ritual Items 2) importance level of factors leading to marketing model of Buddhist ritual Items’ business  3) relationship between purchasing behavior of Buddhist ritual Items and importance level of factors leading to marketing model of Buddhist ritual Items 4) marketing model of Buddhist ritual Items ‘business in Pathumthani, research and development methodology by used mixes methodology, quality research methodology by in-depth interview 5 key informants were executives of Buddhist ritual Items’ business and quantitative methodology was the main, data collected from customer used to purchased  Buddhist ritual Items  by accidental sampling 385 respondents of unknown exactly  population. The research instrument was questionnaire. The data were analyzed by computer software package, statistic treatments were frequency, percentage, means, standard deviation, ranking, Pearson Correlation, and Multiple Regression at statistical level .05.


The results were as follows: 1) Overall and every area of purchasing behavior of Buddhist ritual Items were at high level ranking by mean respectively were  purposive of Buddhist ritual Items  (= 3.85), frequency of purchase Buddhist ritual Items in 6 months (= 3.83), people influenced to purchase  Buddhist ritual Items (= 3.82),  type of Buddhist ritual Items purchase  (= 3.81).


  • Overall and every area in importance level of factors leading to marketing model of Buddhist Ritual Items’ Business in Pathumthani were at high level, raking by meant respectively were differentiate of Buddhist Ritual Items area (= 3.99), products area (= 3.98) packaging area                  (= 3.97), price area (= 3.95), market promotion area (= 3.94), place area (= 3.91),  personal area (= 3.90).

  • There were moderate relationship between overall area of purchasing behavior of Buddhist Ritual Items and importance level of factors leading to marketing model of Buddhist Ritual Items’ business in Pathumthani  ( r = .69)

  • Marketing Model of Buddhist Ritual Items’ Business in Pathumthani =.921 differentiate of Buddhist Ritual Items area + .874 packaging area +.850 price area +.812 place area + .738 market promotion area + .695 products area + .522 personal area.

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