Marketing Mix Factors Affecting Marketing Mix Factors Affecting Consumer Decision to Buy Eyeglasses in Bangkok

  • สาธิยา อ่อนศรี
  • Chinnaso Visitnitikija
Keywords: eyeglasses, marketing mix factors, decision-making

Abstract

The purposes of this study were: 1) to study the marketing mix factors in buying eyeglasses in Bangkok, 2) consumer decision to buy eyeglasses in Bangkok, 3) to compare the consumer decision to buy eyeglasses classified by personal information, and 4) to find the relationship between marketing mix factors and consumer decision to buy eyeglasses in Bangkok. The sample group was 400 customers who bought eye glassed-in Bangkok by using a questionnaire as a research tool for studying and statistics used were percentage, mean, t-test, f-test, One-way ANOVA, correlation, and multiple regression analysis.

            The results revealed that most of the respondents were female, aged 41-50 years old, single status, earned below a bachelor's degree, private industrial workers, the average monthly income of less than 15,001 baht. The overall picture of the opinions on marketing mix factors and consumer decision to buy eyeglasses in Bangkok was at a high level. The results of the hypothesis testing of personal differences were not affected by the consumer decision to buy eyeglasses. The marketing mix factors in terms of physical appearance, distribution channels, marketing promotion, products, prices, operation process, and personnel correlated with consumer decision to buy eyeglasses with a medium level in the same direction. The marketing mix factors in terms of products, distribution channels, marketing promotion, and physical appearance influenced consumer decision to buy eyeglasses with a statistical significance at the level of 0.05.

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References

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Published
2020-12-27
How to Cite
อ่อนศรีส., & Visitnitikija, C. (2020). Marketing Mix Factors Affecting Marketing Mix Factors Affecting Consumer Decision to Buy Eyeglasses in Bangkok. Research and Development Journal Suan Sunandha Rajabhat University, 12(2), 181-192. Retrieved from https://so05.tci-thaijo.org/index.php/irdssru/article/view/244474
Section
Research Articles

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