Factors of Direct Marketing Influenced Purchasing Behavior of the Consumers in Bangkruai District Nonthaburi Province

Abstract

The purposes of this research were: 1) to study the demographic information of the consumers in Bangkruai District, Nonthaburi, 2) to study purchasing behavior via direct marketing, and 3) to investigate factors of direct marketing influenced purchasing behavior of the consumers.  The samples were 400 consumers in Bangkruai District, Nonthaburi.  The research instrument was questionnaire.  Descriptive statistics; Frequency, Percentage, Mean, and Standard Deviation and Exploratory Factor Extraction by using the Principle Axis Method and Varimax Technique were used in the data analysis.

The results showed that most of the samples were female, 21 – 30 years old, holding Master’s e, company employee, earning per month 10,000 – 20,000 Baht. The summary of the purchase behavior was that the purchased item was clothes. The time of purchase was from 18.01 – 22.00 hours. The purchase channel was Facebook.  The frequency of purchase was 1 time a month; the payment method to receive product was by mail.  The conclusions of consumer opinion on direct marketing purchasing factors were found to be at a high level (mean = 4.02), creative factor (mean = 4.21), followed by service support (mean = 4.02).  The composition of direct marketing that affected consumers’ buying behaviors were found to be four factors: 1) policy 2) strategy 3) creative mediaม and 4) proposal.