Marketing Mix Factors Affecting Consumer Purchasing Behavior on Natural Containers in Chiang Rai

Abstract

        This quantitative research aims to investigate the marketing mix factors affecting consumers behavior on purchasing natural containers in Chiang Rai province. The questionnaire was used for collecting data from 400 samples. The data was statistically analyzed in terms of percentage, mean, standard deviation, and hypothesis testing. The results of this study found that most of the samples were female with the average age 30-39 years old. They have a bachelor degree. Most of them were the owners of a business/ self-employed with an average monthly income of 10,000-20,000 baht. The overall opinion about the marketing mix factors affecting consumers purchasing behavior was at the highest level. According to the statistical data results in each aspect, the aspects that influenced the consumers purchasing behaviors were marketing promotion, product, channel of distribution, and price, respectively. Searching the information from the internet including Facebook and Instagram were the behavior that mainly influenced the purchasing decisions, followed by personal purchasing. Moreover, health and safety were the main reasons for choosing natural food containers, and most consumers chose the food containers that were made from banana leaves. Also, from the results of hypothesis testing, the differences of products, cost, and marketing promotion factors were affecting the consumer purchasing behavior on natural food containers. In contrast, the differences of the distribution channels were not as affective with significant differences at the statistical level of 0.05. I was found that there were three pairs of data sources that influenced the purchasing decision of natural containers and factors of products. Data sources that influenced the purchasing decision of natural containers and gender were at the medium level, and the correlation between selection of natural containers and the factors of distribution channels was at a low level. The result of this study passed on knowledge to the new theory group in Dong Mada, Mae Lao, Chiang Rai to be the guidance on developing and increasing natural product value.