Marketing Mix Factors that Affect Behavior of Code Kark Pork Chili Paste
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Abstract
The purpose of this study is to 1) investigate the personal factors of Code Kark Pork Chili Paste consumers. 2) Study the marketing mix factors of consumers of Code Kark Pork Chili Paste, and 3) investigate the relationship between personal factors and marketing mix factors of Code Kark Pork Chili Paste consumers. By using a questionnaire as a data collection tool, the sample consisted of consumers who purchased 400 servings of Code Kark Pork Chili Paste. Use descriptive statistical data for analysis, including frequency, percentage, mean, and standard deviation. Use inferential statistical data for hypothesis testing. t-test statistics and average comparison statistics between three or more samples, with a statistical significance value of 0.05. The research results found that age, education level, and average monthly income are different. There were different opinions on the marketing mix factors of Code Kark Pork Chili Paste. In terms of consumer behavior, it was found that taste preference reasons for buying Code Kark Pork Chili Paste were the person who introduced and made people familiar with the use of Code Kark Pork Chili Paste. And what is eaten with different types of Code Kark Pork Chili Paste affects satisfaction in the marketing mix factors of Code Kark Pork Chili Paste. Statistically significant at 0.05
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