Factors influencing consumer decisions in purchasing souvenirs Thung Kwian Market Hang Chat District Lampang Province

Abstract

           The objectives of this research are 1) to study consumer opinions on marketing factors; Deciding to buy souvenirs Thung Kwian Market Hang Chat District, Lampang Province 2) To study factors influencing consumer decisions in purchasing souvenirs. Thung Kwian Market Hang Chat District, Lampang Province. The sample group used in the research is general consumers who purchase souvenirs. In Kad Thung Kwian Hang Chat District, Lampang Province, 385 people using questionnaires as a tool to collect data. Statistics used in data analysis include percentage, mean, and standard deviation. and multiple regression analysis using Enter
           The research results found that : Level of opinion on factors influencing consumers' decisions in purchasing souvenirs Thung Kwian Market Hang Chat District, Lampang Province, mostly at a high level. Where the personal side The highest average was at the high level, followed by purchasing decisions. It is at a high level in terms of location and process in providing services. Product aspect, physical aspect, and price aspect are at a high level. and marketing promotion is at a moderate level, respectively
            The results of the multiple regression test using the Enter method found that factors influencing consumers' decisions in purchasing souvenirs. Thung Kwian Market Hang Chat District, Lampang Province, Marketing Mix Product side has a positive effect Statistically significant at the 0.01 level with a regression coefficient of 0.532 and the location There is a positive relationship. Statistically significant at the 0.01 level with a regression coefficient equal to 0.315.