THE MARKETING MIX INFLUENCES THE PURCHASING DECISIONS OF PROCESSED FRUIT PRODUCTS AS EVIDENCED BY THE CASE STUDY OF DOI LUANG PROCESSING FARMERS COMMUNITY ENTERPISE IN CHIANG DAO DISTRICT CHIANG MAI PROVINCE

Abstract

The primary objective of this study is to explore the marketing mix factors that affect the decision-making process when purchasing processed fruit products, with a specific focus on the Doi Luang Processing Farmers Community Enterprise situated in Chiang Dao District, Chiang Mai Province. The population and sample pool consist of 400 consumers who have previously purchased processed fruit from this enterprise. The sample size was determined using the Cochran formula, accounting for a 5% sample error at a 95% confidence level due to the unknown exact population size. Data collection was executed through the distribution of questionnaires, and subsequent statistical analysis was carried out using specialized software. The analysis involved deriving frequencies, percentages, averages, and standard deviations. Furthermore, hypothesis testing was conducted through multiple regression analysis. The study's findings revealed a generally positive perception regarding the influence of the marketing mix on purchasing decisions for processed fruit products from the Doi Luang Processing Farmers Community Enterprise. Notably, attributes related to product quality, pricing strategies, and distribution channels garnered the highest ratings, with sales promotion also receiving favorable feedback.

Moreover, demographic variables such as age, marital status, occupation, education level, and monthly income were identified as significant influencers on the purchasing decision process for processed fruit products. Specifically, two elements of the marketing mix, namely product (X1) and distribution channel (X3), exhibited a positive impact, as evidenced by coefficients of 0.905 and 0.103, respectively. However, variables such as price (X2) and marketing promotion (X4) were not found to exert a significant influence on purchasing decisions regarding processed fruit products. In summary, the predictive equation for understanding purchasing decisions concerning processed fruit products from the Doi Luang Processing Farmers Community Enterprise in Chiang Dao District, Chiang Mai Province, can be expressed as follows:  Y = -0.125 + 0.905X¹ + 0.103X³.