MARKETING MIX FACTORS THAT INFLUENCE THE DECISION TO BUY FROZEN FOOD FROM IMPORTED SEA SKY INTERTRADING CO., LTD

Abstract

            This research aimed to study 1) marketing mix factors, 2) the decision to purchase frozen food from the Sea Sky Intertrading Co., Ltd., 3) the decision to purchase frozen food from that company classified by personal information, and 4) market mix factors affecting the decision to purchase frozen food from that company. This research used a sample of 180 customers who purchased frozen food in the company and were gained by simple random sampling method computer random.  The data were analyzed by t test, F test, One-Way ANOVA and Multiple Regression Analysis Enter Regression Method.

            It was found that most female respondents, aged 31-40 years, had bachelor's degrees and worked for private businesses or were business owners purchasing 1-3 times a month. The spending was less than or equal to 10,000 baht and they purchased the products for processing them. The marketing mix factors were at a significant level. The difference in personal information in gender, age, education level, occupation, purchase frequency, the amount used per time, and purchasing objectives affected the decision to purchase frozen food from the Sea Sky Intertrading Co., Ltd. Distribution channel and marketing promotion influenced the decision to buy frozen food from the company with statistical significance at the .05 level.