MARKETING MIX FACTORS THAT INFLUENCE BUYERS TO CHOOSE BRAND-NAMED PURSES THROUGH ONLINE CHANNEL

Abstract

            This study aimed to achieve the following objectives: 1) to examine marketing factors influencing the purchase of branded handbags, 2) to investigate online purchase decision-making for branded handbags among consumers, 3) to compare online purchase decision-making among consumers based on personal demographic data, and 4) to study market factors influencing online purchase decisions for branded handbags. The samples, selected through random sampling, consisted of 400 consumers who exhibited online purchasing behaviors of branded handbags. Data collection utilized online an questionnaire. Statistical analyses included descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics including t tests (Independent Samples), F tests, and One-Way ANOVA. When encountering significant differences in the mean values among groups, statistical comparisons were performed using the Least-Significant Difference (LSD) method and Multiple Regression Analysis (Enter method).
            The research findings revealed statistically significant associations between market factors related to perceptions of online retailers of branded handbags and consumer purchase decisions through online channels. Moreover, differences in purchase decision-making were observed across gender, age, educational level, occupation, and average monthly income levels. The marketing mix factors concerning products, price, location, and promotional strategies affected the online purchasing decision at the .05 level of statistical significance.