Marketing mix affecting the purchasing decision of souvenirs of consumers in Mae Thongkham Market, Mueang District, Phayao Province

Abstract

          The objectives of this study were: 1) to examine the level of marketing mix factors affecting the decision to buy souvenirs among consumers in Mae Thongkham Market; 2) to compare the marketing mix factors affecting the decision to buy souvenirs in Mae Thongkham Market; and 3) to investigate the relationship between marketing mix factors and the decision to buy souvenirs in Mae Thongkham Market. The sample consisted of 385 people who had purchased souvenirs at Mae Thongkham Market. The statistics used were percentages, means, standard deviations, T-tests, F-tests, and multiple regression.

          Most souvenir buyers were female, aged 41-50 years, held a bachelor's degree, were employed, and had an average income of 20,001-30,000 baht. Demographic factors, including gender, age, education, occupation, and income, affected the decision to buy souvenirs. The marketing mix had an overall high level of influence on the decision to buy souvenirs. The highest mean score for the personal aspect was at a high level ( x̄ = 3.95), followed by the location aspect at a high level ( x̄ = 4.29), the product aspect at a high level ( x̄ = 4.16), the price aspect at a high level ( x̄ = 4.14), the service process at a high level ( x̄ = 4.08), marketing promotion at a moderate level   ( x̄ = 3.48), and the physical aspect at a moderate level ( x̄ = 3.47).

          The multiple regression analysis of marketing mix factors that entered the regression equation with statistical significance at the 0.05 level included product factors, price factors, distribution channel factors, and marketing promotion factors. The equation was: Y purchase decision = 0.48+ 0.11 (Product)+0.29(Price)+0.45 (Place) + 1.21 (Promotion)+ 1.84 (Personnel)+ 1.83 (Physical)+3.25 (Service Process); R² = 0.84.