Marketing Mix Factors in Purchasing Decisions and the Accuracy of Predicting Nan OTOP Products Purchasing Behavior by Artificial Intelligence Technology
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Abstract
Nan Province is a tourist destination that has continuously gained popularity, requiring entrepreneurs to significantly adapt. This study aimed to identify the demographic characteristics of tourists visiting Nan Province, investigate their purchasing behavior regarding One Tambon One Product (OTOP) goods, identify the marketing mix factors influencing their purchasing decisions, and compare data collected through questionnaires with predictions made using artificial intelligence behavior. The sample consisted of 400 tourists. Data were collected using a questionnaire and analyzed using frequency, percentage, mean standard deviation, and the chi-square test. The results revealed that most tourists purchased OTOP products for consumption purposes, with the most popular marketing promotion being percentage or monetary discount. The marketing mix factor with the highest influence on purchasing decisions was sales promotion. The relationship test using Pearson Chi-Square at a significance of 0.05 comparing questionnaire data with product category predictions by artificial intelligence found that food and snacks, health and herbal products, and beverages each had one item with matching predictions, while textile and clothing products showed no matching items. Policy recommendations suggest that entrepreneurs should apply the research findings to design appropriate sales promotion strategies for consumer groups. The distinctive feature of this research is the application of artificial intelligence technology using association rules through the Apriori Algorithm to predict purchasing behavior, which can concretely enhance entrepreneurs’ competitive potential.
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