The Marketing Mix Factors Influencing Consumers’ Buying Decision Behavior toward Chinese Novels

Abstract

The purpose of the quantitative study was: 1.) to find out consumer’s exposure on Chinese novels, attitudes toward publisher’s marketing and buying decision behavior toward Chinese novels. 2.) to find out similarities and differences of demographic characteristics on consumer’s exposure on Chinese novels, attitudes toward publisher’s marketing and buying decision behavior toward Chinese novels 3.) to study the relationship between consumer’s exposure on Chinese novels, attitudes toward publisher’s marketing and consumers’ buying decision behavior toward Chinese novels 4.) to determine consumer’s exposure on Chinese novels and attitudes in influencing consumers’ buying decision behavior toward Chinese novels. Samples were 400 customers who had read Chinese novels by using checklists and rating questionnaire. The statistics used for data analysis were Independent Sample t-test, One -Way ANOVA, Pearson Correlation Coefficient and Multiple Regression Analysis.

      The findings from the study revealed that the majority respondents were female, age between 30 – 35 years old, earned bachelor degree, worked for private sector companies and average monthly income higher than 25,000baht.  From the study revealed that: 1.) The consumer exposure on Chinese novels was mostly through online. 2.) Consumers have mostly agreed upon attitudes towards publisher’s marketing mix in product. 3.) Plot of the novels impacts the consumers’ behavior buying decision behavior.  4). Sex is also a matter in experiencing the different media exposure. 5.) The consumers with different sexes, ages and income have different attitude towards publisher’s marketing mix significantly. 6.) The consumers with different sexes, ages and income have different buying decision behavior towards Chinese novels. 7.) The exposure on Chinese novels is positive significant and correlates with the attitude towards publisher’s marketing mix and consumers’ buying decision behavior which is in low level correlation coefficients. 8.) Attitudes towards publisher’s marketing mix is positive significant and correlates with consumers’ buying decision behavior in moderate level. 9.) The factors that influenced consumers’ buying decision behavior towards Chinese novels were the exposure on Chinese novels (Beta = 0.323) and attitudes toward publisher’s marketing mix. (Beta = 0.220)