Consumer Behavior Analysis and Marketing Mix Factors Influencing the Decision to Purchase Peeled Durian in Modern Retail Stores: Recommendations to Marketing Strategy Development

Abstract

This research aims to analyze consumer behavior, marketing mix factors, and propose marketing strategies for pre-packaged durian sold in modern retail stores through a mixed-methods approach. The sample consisted of 385 consumers who purchased durian from modern retailers, selected through simple random sampling. Data were collected using both online and offline questionnaires, with an instrument reliability coefficient of 0.85. Quantitative data were analyzed using descriptive and inferential statistics. The results showed that consumers purchased durian primarily for convenience, sought product information via Facebook, preferred the Monthong cultivar, consumed durian within households, and spent over 1,000 baht per purchase. The most influential marketing mix factors on purchasing decisions were, in descending order: price, distribution channels, marketing promotion, and product quality. Consumers reported high satisfaction and strong repurchase intentions. In the qualitative part, in-depth interviews were conducted with three durian vendors and analyzed using content analysis. The strategic suggestions included selecting high-quality, flavorful durians, improving packaging, developing brand identity, and expanding distribution channels—especially through online platforms. Most vendors agreed with the proposed strategies, emphasizing the need to tailor implementation to specific contexts.