Marketing Mix Affecting Purchasing Decisions, Langsat of Uttaradit Province

Abstract

            The objectives of this research were to investigate the marketing mix, consumer behavior, and purchase decision of Langsat, Uttaradit Province, and to study the marketing mix affecting the purchase decision of Langsat, Uttaradit Province. The samples consisted of 400 samples of consumers who purchased Langsat, Uttaradit Province. The samples were randomly selected based on a convenience sampling. The instrument used in the research was a questionnaire. The data were analyzed using descriptive statistics and multiple regression analysis.

            The major findings revealed that overall, the respondents' opinions on the marketing mix of Langsat, Uttaradit Province were at a high level. When considering each aspect, it was found that the product aspect had the highest score in the high level, followed by the price and the place. Consumer behavior of Langsat, Uttaradit province found that consumers bought langsat for their own consumption, decided to purchase because of the taste, bought at a fresh market/flea market, bought 2 kilograms at a time, decided to purchase by themselves, had a very low purchase frequency, and had information resources based on recommendations from acquaintances. The overall decision to purchase Langsat is at a high level. When considering each aspect, it was found that the problem identification aspect had the highest score in the high level, followed by the information search aspect and the alternative evaluation aspect. The hypothesis testing revealed that the marketing mix had a statistically significant effect on the purchase decision of Langsat, Uttaradit Province at the 0.05 level in all 4 aspects. When considering each aspect, it was found that the promotion aspect had the highest influence on the purchase decision of Langsat, Uttaradit Province, accounting for 34.6%. It was followed by price which accounted for 24.1%, place which accounted for 20.5% and products which accounted for 15.2%, respectively. These marketing mix factors could jointly forecast 65.60% of the variation in the purchase decision in Uttaradit province.