MANAGEMENT, MARKETING MIX AND PURCHASE BEHAVIOR INFLUENCING DECISION PROCESS OF PURCHASING OTOP PRODUCTS IN UBON RATCHATHANI PROVINCE
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Abstract
This research aims 1) to study the management, marketing mix factors, and purchase behavior influencing decision process of purchasing OTOP products in Ubon Ratchathani province, and 2) to compare the management, marketing mix factors, and purchase behavior influencing decision process of purchasing OTOP products in Ubon Ratchathani, as perceived by respondents classified by occupation, monthly income, educational level, and marital status. The sample consisted of 385 people who purchased OTOP products in Ubon Ratchathani province. The smple size was calculated based on the Cochran formula for unclear population. A questionnaire with reliability of .976 was used as the tool for data collection. Statistics used for data analysis were the percentage, multiple linear regression analysis, and F-test. Results show that 1) the management in the aspects of quality management and strategy management, marketing mix factors of product, place, process, personnel, and purchase behavior influence the decision process of purchasing OTOP products in Ubon Ratchathani province; and 2) respondents with different occupations and educational levels have different opinions toward price; respondents with different monthly incomes have different opinions toward process; and respondents with different marital statuses have different opinions toward price and personnel.
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