Factors Correlating Consumer Purchasing Decisions of Pickled Fish in Phayao Province

Abstract

The research aim was 1) to study factors correlating consumer purchasing decisions in pickled fish, 2) to study consumer purchasing decisions in pickled fish, 3) to compare demographic factors with factors correlating consumer purchasing decisions in pickled fish and 4) to find the relationship between the factors of marketing mix with the decision of purchasing pickled fish consumers in Phayao Province which 400 samplings of pickled fish consumers. The research used questionnaires for data collection and the statistics used for data analysis were percentage, mean, standard deviation, T-test, one-way ANOVA (F-test), and Chi-square.

The research results were found that the factors correlating consumer purchasing decision in pickled fish in overall factor were a high level, with considering each factor, in the purchasing decisions of products factor, prices factor, distribution channels factor were high level and, besides, marketing promotion factor was a medium level. On the consumers purchasing decision of pickled fish in Phayao Province, the results showed that local food 26.30 percent, easy to find in the market 22.70 percent, suitable for quality and quantity 21.30 percent, souvenir 20.40 percent and healthy 9.00 percent. Other than, the factors correlating to pickled fish consumers' purchasing decision in Phayao Province, with different of sex, age, education level, and monthly income was a statistical significance level at 0.05. In addition the relationship between the factors of marketing mix with the decision of purchasing pickled fish consumers in Phayao Province was a statistical significance level at 0.05.