Marketing Mix Factors Affecting Consumer’s Process of Purchasing PAKWAN-PA (MELIENTHA SUAVIS PIERRE) in Ratchaburi Province.

Abstract

The research of marketing mix factors affecting consumer’s process of purchasing PAKWAN-PA (MELIENTHA SUAVIS PIERRE) in Ratchaburi province, the researcher used the procedure with qualitative research. The research aimed to study personal factors affecting consumer’s process of purchasing PAKWAN-PA (MELIENTHA SUAVIS PIERRE) in Ratchaburi province and marketing mix factors affecting consumer’s process of purchasing PAKWAN-PA (MELIENTHA SUAVIS PIERRE) in Ratchaburi province.
The samples of the study consisted of agers between the ages of 20-60 years old 400 sample who had experience to bought and ate PAKWAN-PA in Ratchaburi province, the frequencies percentage mean and standard deviation: SD were used as descriptive statistics and inferential statistics, to test hypothesizes, the t-test, F-test were applied to use. And the multiple regression analysis was used to constant the model to estimate the dependent variable by independent variable. Marketing mix factor affecting consumer’s process of purchasing was at a hight level X = 4.14 of product’s factor, price’s factor was at a hight level X = 3.93, place’s factor was at a hight level X = 3.84, promotion of factor was at a hight level X = 3.76 and purchase decision was at a hight level X = 4.01. Hypothesis test revealed that marketing mix factors affecting consumer’s process of PAKWAN-PA (MELIENTHA SUAVIS PIERRE) in Ratchaburi province did not differ by marketing mix factors affecting consumer’s process of purchasing PAKWAN-PA (MELIENTHA SUAVIS PIERRE) in Ratchaburi province 81.60 percent (Adjust R2 = 0.816) when considering each side, it was found that product’s factor was at a most level of affecting process of purchasing Beta = .451, t = 15.361(sig = .000), followed by promotion’s factor Beta = .302, t = 8.751 (sig = .000), price’s factor Beta = .203, t = 5.832 (sig = .000) and place’s factor Beta = .097, t = 3.376 (sig = .001) statistically significant at the 0.05 level.