Marketing Mix Factors Affecting the Purchasing Decision Behavior of Roti Sai Mai Phra Nakhon Si Ayutthaya Province on Online Platforms among Generation Y consumers in Bangkok
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Abstract
This research aimed to study 1) the level of the marketing mix factors and the purchasing decision behavior of Roti Sai Mai Phra Nakhon Si Ayutthaya Province on online platforms, and 2) investigate the relationship between marketing mix factors and the purchasing decision behavior of Roti Sai Mai Phra Nakhon Si Ayutthaya Province on online platforms. 3) Explore the marketing mix factors and the purchasing decision behavior of Roti Sai Mai Phra Nakhon Si Ayutthaya Province on online platforms. This study utilizes a sample of 400 people; the statistical methods employed in the data analysis include the mean, standard deviation, and stepwise multiple regression analysis. The research results were found as follows: 1) Consumers prioritize different marketing mix elements based on their satisfaction levels in the following order: physical characteristics, processes, promotion, product buying behavior, distribution channels, and price. 2) There is a positive relationship with correlation coefficients (r=0.562-0.970) statistically significant at the 0.01 level, and 3) The three most influential marketing mix factors on purchasing decision behavior were distribution channels (Beta = 0.533), process (Beta = 0.376), and promotion (Beta = 0.089). These factors collectively accounted for 92.9% of the variance in purchasing decision behavior. The research findings can be utilized to formulate strategic approaches in distribution channels, processes, and promotional activities, thereby increasing sales and building a sustainable competitive advantage.
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