Marketing Mix Affecting Consumers in Purchasing at Refill Shops  in Mueang Chiang Mai District

Wariya Fubin; Pichayalak Pichayakul

doi:10.57260/rcmrj.2022.259873

Authors

Wariya Fubin Faculty of Business Administration, Chiang Mai University
Pichayalak Pichayakul Faculty of Business Administration, Chiang Mai University

DOI:

https://doi.org/10.57260/rcmrj.2022.259873

Keywords:

Marketing mix, Mueang Chiang Mai District, Refill shop

Abstract

Refill shop refers to a shop where customers bring their own containers to fill and purchase products with a purpose of preserving the environment by reducing waste. The purpose of this research was to study the marketing mix that affects consumers in shopping at refill shops in Mueang Chiang Mai District. This research is quantitative research. A questionnaire was used to collect data. The samples included 158 customers who had shopped at any refill shop located in Mueang Chiang Mai District. The data collection took place in the 5 selected refill shops in Chiang Mai. The researchers applied descriptive statistics. The study revealed that most respondents were female, single, age range 20-30 years old, graduated with bachelor's degree, worked as company employees, average monthly income of 10,000 - 20,000 baht, shopped at a refill shop 1-2 times per month. Regarding the marketing mix factors, the respondents ranked all marketing mix factors at high to the highest levels. The ranked factors included product (4.21), price (3.98), place (3.94), and promotion (3.53), respectively.

Author Biographies

Wariya Fubin, Faculty of Business Administration, Chiang Mai University

Master Degree Student (Master of Business Administration)

Pichayalak Pichayakul, Faculty of Business Administration, Chiang Mai University

Assistant Professor Dr. Pichayalak Pichayakul

Associate Dean at Faculty of Business Administration, Chiang Mai University

Lecturer at Department of Management and Entrepreneurship

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