Marketing Mix and Customer Repurchasing Intentions of Kunchiang 5 Dao Shop in Surin Province

Abstract

This research aimed to study factors influencing marketing mix and customer repurchasing intention of Kunchiang 5 Dao shop in Surin province. The samples, selected using convenience sampling method, were a total number of 385 customers who used to buy Kunchiang 5 Dao’s products in Surin province. The research instrument was a questionnaire, and descriptive statistics including frequency, percentage, mean scores, and standard deviation, and A One-Way MANOVA were employed in data analysis. The results suggested that the overall mean scores regarding marketing mix and customer repurchase intention were in high level. In addition, age, occupation, and salary of the customers were found to play significant roles on marketing mix and repurchase intention. However, gender did not have impacts on marketing mix and repurchasing intention. In summary, customer personal factors are influential factors on marketing mix and repurchase intention. It is highly advisable that entrepreneurs take these factors into consideration for market mix and strategies planning, which can help promote repurchasing intention of the customers.