The Influence of Marketing Mix Affecting Purchasing Decisions on the Imported Consumer Products from China of Consumers in Bangkok
Keywords:
Purchasing decision, Marketing Mix, Import consumer goods from ChinaAbstract
The objectives of this research were to study the marketing mix factors and the purchasing decisions of consumers in Bangkok who purchased consumer goods imported from China and to study the influence of these marketing mix factors on consumers’ purchasing decisions regarding these imported goods. The sample consisted of 400 consumers aged 15 and above living in Bangkok who had experience purchasing consumer goods imported from China. The sample was selected using an accidental sampling technique. The research instrument was a questionnaire. The statistics used for data analysis included mean, standard deviation, and multiple regression analysis.
The research results revealed that, regarding the marketing mix of consumer goods imported from China, the majority of respondents had the highest level of opinion on the overall marketing mix of consumer goods imported from China, with an average score of 4.64. Moreover, regarding the consumers’ purchasing decisions regarding consumer goods imported from China, respondents also had the highest level of opinion, with an average score of 4.74. Furthermore, the multiple regression analysis showed that the marketing mix significantly influenced consumers’ purchasing decisions regarding consumer goods imported from China at a statistical significance level of 0.05. This test suggested that entrepreneurs importing consumer goods from China should focus on the marketing mix to meet market demands, emphasizing variety in design, functionality, size, and modernity. Marketing promotions should focus on communicating information that reaches the target groups to stimulate and motivate purchasing decisions. Pricing should offer a variety of prices for customers, and distribution channels should be readily accessible and capable of meeting consumer needs consistently.
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