The Influence of Marketing Mix on Tourists’ Camera Purchase Decisions in Phra Nakhon Si Ayutthaya Province

Abstract

This study examined the influence of the marketing mix on camera purchase decisions of tourists in Phra Nakhon Si Ayutthaya Province. The research investigated the relationships between marketing mix elements and consumer purchasing behavior. The participants were 400 Thai tourists aged 18 years and above who used digital cameras, including DSLR cameras, mirrorless cameras, or smartphone cameras, while visiting historical tourist attractions. Data were collected through a questionnaire and analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) to describe sample characteristics and tourists' perceptions of the marketing mix and purchasing behavior. Inferential statistics, including independent samples t-test and one-way ANOVA, were employed to examine differences in perceptions and purchasing behavior among demographic groups. The findings revealed that product factors exerted the strongest influence, followed by price, place (distribution channels), and promotion. Tourists prioritized camera quality, functionality, and perceived value, as well as retailer credibility. Moreover, demographic factors including age, education level, and income showed significant relationships with purchasing behavior. These findings provide implications for developing marketing strategies that effectively target diverse customer segments.