The influence of the marketing mix on consumers’ decision-making to purchase in Tesco Lotus Phra Nakhon Si Ayutthaya
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Abstract
The purposes of this study were to 1) study the decision making of consumers to purchase products in Tesco Lotus Phra Nakhon Si Ayutthaya, and 2) study the influence of the marketing mix on consumers’ decision-making to purchase in Tesco Lotus Phra Nakhon Si Ayutthaya. The research instruments were online questionnaire and collection of 400 customers from a sample group of customers who had purchased products in Tesco Lotus Phra Nakhon Si Ayutthaya, using convenience sampling method. The statistics used for analyzing the data were percentage, mean, standard deviation, and multiple regression analysis
The research found that 1) the decision-making level of consumers to purchase products in Tesco Lotus Phra Nakhon Si Ayutthaya, in overall was at the highest level, and 2) the influence of the marketing mix on consumers’ decision-making consisted of product, promotion, process, and physical evidence factors that affected consumers' decision to purchase the products in Tesco Lotus Phra Nakhon Si Ayutthaya with predictive power of 23 percent. The equation can be written as follow: =1.39+0.16 (product)+0.14 (promotion)+0.12 (process)+0.11 (physical evidence). The results of this research should be used by executives or related persons to formulate marketing mix strategies that meet the needs of consumers in accordance with the market direction and appropriate for the economic situation from the COVID-19 outbreak situation.
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References
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