Marketing mix factors that affect buying sanitary wares’s behavior of consumers in Pathum Thani

Abstract

The purpose of this study was to study marketing mix factors that affect buying sanitary wares’s behavior of consumers in Pathum Thani. Samples of this study were 400 consumers who had purchased sanitary wares in Pathum Thani. The questionnaire was used for data collection. The statistical methods used in data analysis were frequency, percentage, mean, standard deviation, and ChiSquare. The findings found that the personal factors of the samples were mainly males, aged between 21-30 years old, single, holding a bachelor’s degree, working as private employees, having average monthly salary of 15,001-30,000 Baht. The consumers had ‘agree’ level of marketing mix for services and interior design of bathroom, and they had ‘strongly agree’ level for buying sanitary brand COTTO. The sources of information affecting the buying behavior were advertisements (radio, television, brochures). The hypothesis testing results showed that all personal factors affect buying sanitary wares’s behavior. Marketing mix factors and factors in services and interior design of bathroom also affect buying sanitary wares’s behavior.