Factors Affecting Purchasing Decision on Handwoven Cotton Processing Products in Muang District Chiang Rai Province

Abstract

This research aimed to study the factors of marketing mix affecting purchasing decision on handwoven cotton processing products in Muang District Chiang Rai Province, to study the consumers' purchasing behavior of handwoven cotton processing products in Muang District Chiang Rai Province, and to find out the relationship of the factors of marketing mix and the consumers' purchasing behavior of handwoven cotton processing products in Muang District Chiang Rai Province. The sample was 400 consumers who bought processing handwoven cotton products using questionnaires to collect data which the statistics used for data analysis were Percentage, Mean and Standard deviation, and Chi-Square analysis.

  The results of the research have indicated that the factors of marketing mix affecting purchasing decision on handwoven cotton processing products in overall factor was high level, consider each factor were a high-level, namely product, price, distribution channel, and marketing promotion, respectively. The factor of consumers' purchasing behavior of handwoven cotton processing products in Muang District Chiang Rai Province as follows the products decide to bought was the apparel categories, the reason for making the decision was by the consumers themselves, information resources from friends, the individual involved in purchasing decisions was the consumer their own, the buying period on Saturday to Sunday, the expo which organized by various departments was shopping place which 1-2 pieces per time and the amount of each purchase does not exceed 1,000 baht. Furthermore, the relationship of the marketing mix factor and the consumers' purchasing behavior of handwoven cotton processing products in Muang District Chiang Rai Province was significantly different at a 0.05 confidence level.