Consumer Segmentation Based on Marketing Mix Factors Affecting the Purchase Decision of Eco-Friendly Products

Abstract

This research aimed to: 1)study personal data of consumers; 2)study purchasing behavior of environmentally friendly products; 3) analyze and classify marketing mix factors; and 4) classify consumer behavior of environmentally friendly products according to marketing mix factors that affect the decision to purchase. A questionnaire was used to collect data sample group was 385 in Nakhon Ratchasima Province. The statistical methods used for exploratory factor analysis and cluster analysis. The research results found that: were female, aged 21-30, had a bachelor's degree, had an income of less than 15,000 baht, and were employees of private companies. In terms of purchasing behavior of environmentally friendly products, it was found that most consumers in the past 3 months purchased 1-3 times by buying fuel from specialized stores. The purchase price was 1,000-2,000 baht. The person who influenced the purchase decision was a representative/salesperson and received information environmentally friendly products from friends/family/acquaintances. The research results in terms of component analysis were 4 components: 1) product features, 2) quality certification, 3) price, and 4) warranty. And the results of the grouping of consumers were divided into 2 groups: focused on product features and focused on price.