Factors in the modern marketing mix from the perspective of customers that affect the decision to purchase products through online shopping channels in Lat Krabang District Bangkok.

Abstract

This research aims 1) to study the level of opinions on modern marketing mix factors from the customers' perspective that affect the decision to purchase products through online shopping channels in Lat Krabang District, Bangkok 2) To study customer perspectives that influence purchasing decisions via online shopping channels in Lat Krabang District, Bangkok, 3) To compare modern marketing mix factors from the customer perspective that influence purchasing decisions through online shopping channels in Lat Krabang District, Bangkok, The sample group consisted of 400 consumers who purchased products through online shopping channels in Lat Krabang District, Bangkok, Convenience Sampling was used. The survey and data collection tools were questionnaires. Statistics used for analysis included frequency, percentage, mean, and standard deviation. Multiple Regression was used for comparison, The research results found that the factors of the modern marketing mix in the customer perspective that affect the decision to buy products through online shopping channels of consumers in Lat Krabang District, Bangkok, overall, the opinions of the respondents were at the highest level, When considering each aspect, there were three aspects with the highest opinions: Cost, Convenience, and Comfort, There were high levels of opinions in four areas: Caring, Communication, Customer Value, and Completion, Factors in deciding to purchase products through online shopping channels of consumers in Lat Krabang District, Bangkok. The research results found that overall, the opinions of the respondents were at the highest level, When considering each aspect, there were opinions at the highest level in 3 aspects: problem awareness, post-purchase behavior, and information seeking. There were opinions at the highest level in 2 aspects: alternative evaluation and purchase decision, Multiple Regression Analysis The research results found that the modern marketing mix factors from the customer's perspective in terms of the value that customers will receive (Customer) have an effect on the decision to buy products through online shopping channels in Lat Krabang District, Bangkok, with statistical significance at the .01 level.