The Marketing mix affecting product purchasing decisions of The Hyacinth Basketry Group in Muang district Phayao province

Abstract

The purpose of this research was 1) to study marketing mix affecting product purchasing decisions of The Hyacinth Basketry Group in Muang district Phayao province, 2) to study product purchasing decisions behavior of The Hyacinth Basketry Group, 3) to compare marketing mix affecting product purchasing decisions of The Hyacinth Basketry Group, and 4) to find out the correlation between factors of the marketing mix to product purchasing decisions. The sampling of research about 380 samples which using the questionnaires for collecting data. The statistics used for data analysis were Percentage, Mean and Standard deviation, T-test and one-way ANOVA (F-test), and Multiple regression.

The data analysis showed that the marketing mix affecting product purchasing decisions of The Hyacinth Basketry Group in overall factor was high level, With the purchased purposes for own used, most of the product was a bag, and the amount of money purchased each time was 300-500 baht. The comparing of the marketing mix affecting product purchasing decisions with age, education level, occupation, and income were significant differences at a 0.05 confidence level. In addition, the product factor was positively correlated with purchasing objectives with statistically significant at the level of 0.01 on a regression coefficient of 0.213. The price factor correlated with the amount of each purchase had a positive effect with statistically significant at the level of 0.01 on a regression coefficient of 0.265 and the process factor correlated with product type had a positive effect with statistically significant at the level of 0.01 on a regression coefficient of 0.212.