The Marketing mix affecting Product purchasing dicisions of Crispy banana Product Group in Mae Chai Phayao province.

Abstract

         This research aimed to 1) study the marketing mix affecting Product purchasing decisions of Crispy Banana Product Group in Mae Chai Phayao province 2) compare the Marketing mix affecting Product purchasing decisions of Crispy Banana Product Group in Mae Chai Phayao province was based on personal basic factors. The samples were 380 customer of Crispy banana Product Group in Mae Chai , Phayao province. The tool used to collect data was a questionnaire. The data were analyzed by percentage, average, t-test and F-test or One-Way Analysis of Variance.

        The research found that the marketing mix affecting Product purchasing decisions of Crispy banana Product Group in Mae Chai Phayao province was in a high level. When considering each aspect, the results were found that Product aspect was in the highest level, followed by the place aspect, physical evidence aspect and the process aspect, people aspect and price aspect, respectively, and the marketing promotion was in the medium level.

        The comparison of the marketing mix affecting Product purchasing decisions of Crispy banana Product Group in Mae Chai Phayao province, was based on personal basic factors, and it was found that the results were not significantly different for gender educational levels and occupation. However, in terms of satisfaction, the ages and incomes of the marketing mix were significantly different at 0.05.