พฤติกรรมการซื้อสินค้าอุปโภคบริโภคของผู้บริโภค ตำบลเมืองเล็น อำเภอสันทราย จังหวัดเชียงใหม่

Abstract

The purposes of this study were 1) to study the purchasing behaviors of consumer products in stores among consumers and 2) to investigate the marketing mix influencing store selection in Mueang Len subdistrict, San Sai district, Chiang Mai province. The samples of this study were 350 consumers living in Mueang Len subdistrict, who purchased consumer products by Taro Yamane. Theory Accidental Sampling with the quota in 2 groups; the age between 15 to 50 years old and the age over 50 years old. The data was collected by questionnaires with validity. The descriptive statistics used were frequency, percentage, mean, and standard deviation and inferential statistics were Chi-square and t-test. The demographic data revealed that there were, who were over 51 years old. There were 2 to 4 members in each household. They graduated in vocational schools. They worked as employees inside and outside Mueang Len subdistrict with the average monthly income of 5,001 to 10,000 baht.

The results were concluded that there was the difference of behavior. The consumers who were 15 to 59 years old, likely to bought from stores outside subdistrict, frequently bought during 6 pm. to midnight. The consumer with over 51 years old bought products in Mueang Len subdistrict. The similar behavior was to commute by motorcycles to buy.  The frequency in purchasing was more than 5 times a month. An average payment for each time was less than 200 baht and bought during noon until 6 pm.

The results of the marketing mix which influenced the store selection revealed that the consumers rated the highest importance for place and products. The high level of importance was physical evidence, people, promotion, and process.