MARKETING MIX FACTORS FROM THE CUSTOMER’S PERSPECTIVE INFLUENCING PURCHASING DECISIONS OF COMMUNITY PRODUCTS IN YASOTHON PROVINCE
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Abstract
This research has the objectives to: (1) study the marketing mix factors from the perspective of community products customers in Yasothon Province; regarding community products in Yasothon Province; (2) examine the decisions to purchase community products of Yasothon Province; and (3) study the marketing mix factors from the customer’s perspective influencing the purchasing decisions of community products in Yasothon Province. The research samples of this study were 385 general customers from both within and outside of Yasothon Province, who purchased community products at sales locations in Yasothon Province, obtained by accidental sampling. A five-point Likert scale questionnaire was used as the data collection tool. Statistics employed for data analysis included the mean, standard deviation, and multiple regression analysis for hypothesis testing.
Research findings reveal that the overall customer’s perspective of marketing mix factors the purchasing decisions of community products in Yasothon Province has the rating mean at the high level. Six key factors are identified as having the significant influence on purchasing decisions. The two factors that have the highest influence on the purchasing decisions are the Communications factor (first rank) and the Comfort factor (second rank) followed by the Completion factor (third rank), the Convenience factor (fourth rank), the Customer’s Need factor (fifth rank), and the Caring factor (sixth rank). These factors have significant influence at the .05 level of statistical significance. It is also found that the Cost factor does not have a positive impact on purchasing decisions for community products in Yasothon Province.
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