Marketing Mix Affecting Cinema Purchase Decision in Bangkok

Abstract

Purposes of this research were to 1) study differences in demographic factors affecting cinema purchase decision in Bangkok and 2) study marketing-mixed factors affecting cinema purchase decision in Bangkok. The sample group of 400 was selected from people who watched movie in Bangkok cinema. A questionnaire was used for data collection. Statistic used in data analysis includes percentage, mean, standard deviation (S.D), t-Test, one-way ANOVA, a least significant difference (LSD) of .05, and a Multiple Regression. Results showed that 1) most sample group were female, aged between 26-30 years old, had bachelor degree, worked for private employees, and earned 20,001-25,000 THB per month 2) demographic factors; age, occupation, and income had different impact to purchase decision. On the other hand, demographic factors in gender and education had no different influence on purchase decision, 3) marketing mix factors, product, place, and promotion but not price, had an effect on purchasing decision.