Relationship between Marketing Mix and Consumer Purchasing Behavior of ZPELL Department Store of Consumer in Pathumthani Province

  • anchalee yaowarach Valaya Alongkorn Rajabhat University
Keywords: Marketing Mix, Consumers Purchasing Behavior, ZPELL Department Store


The purpose of this research was to study the relationship between marketing mix and consumer purchasing behavior of ZPELL department store in Pathumthani province. The questionnaire was used as the data collection tool in this study. The 400 samples by the convenience sampling method used in this study lived in Pathumthani Province and bought the products in ZPELL department store.

The results found that the marketing mix significantly related to purchasing behavior in the ZPELL department store at the level of .05 in accordance with the statistics of Pearson Product Moment Correlation Coefficient. In addition, consumers preferred to buy daily fresh and dried products at ZPELL because the store provided modern and various products for them. However, the person who had the influence on consumer purchasing behavior was considered at the least level. In addition, the consumers had an average amount of 500 baht for their expenses and had the frequency for purchasing four times a month.


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