Influence of Marketing Mix Factors on Decision to Product Purchasing Decision Behavior at Convenience Store of Generation Y and Generation Z Consumers in Bangkok Metropolitan Area
Article Sidebar
Main Article Content
Abstract
The purpose of this study were to 1) study on decision to product purchasing decision Behavior at convenience store of generation Y and generation Z consumers 2) study on decision to product purchasing decision Behavior at convenience store of generation Y and generation Z consumers classified by population factors 3) to study the marketing mix factors (7P’s) that affect to decision to product purchasing decision Behavior at convenience store of generation Y and generation Z consumers. The sample of 400 generation Y and generation Z consumers, who used to purchase products at convenience store in Bangkok metropolitan area were selected by multi-stage random sampling. Questionnaires were used as a tool for data collection. Data analysis used the descriptive statistics, including frequency, percentage, mean, and standard deviation, and the inferential statistics, including independent sample t-test, F-test and stepwise multiple regression analysis. The result revealed that overall, the decision to product purchasing decision behavior at convenience store of generation Y and generation Z consumers is high. Age and salary which are demographic factors affect decision to product purchasing decision behavior at convenience store of generation Y and generation Z consumers in Bangkok Metropolitan Area at the significant level of .05. Marketing mix factors that are the promotion, the price, and the Physical Evidence and Presentation affect decision to product purchasing decision behavior at convenience store of generation Y and generation Z consumers and generation Y consumers in Bangkok metropolitan area. Lastly, marketing mix factors that are the physical evidence and presentation affect decision to product purchasing decision behavior at convenience store of generation Z consumers at the significant level of .05.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
References
Gibson, J., Ivancevich, J. and Konopaske, R. (2012). Organizations: Behavior, Structure. 14th ed. New York: McGraw-Hill.
Glover, S. (2017). New National Study Finds Gen Z is Smarter with Money than Millennials. Business Wire. [Online]. Retrieved May 23, 2022, from: https://www.businesswire.com/ news/home/20170504005148/en/New-National-Study-Finds-Gen-Z-is-Smarter-with-Money-than-Millennials
Hoang Tuan. T. and Wisitnitikijja, C. (2018). Consumer Decision on Shopping at Convenient Store in Gas Station. Rajabhat Rambhai Barni Reseach, 12(2), 54-58. (in Thai)
Hawkins, D. I., and Mothersbaugh, D. I. (2013). Consumer Behavior: Building Marketing Strategy. 12nd ed. New York: McGraw-Hill.
Janka, K. and Dagmar, K. (2016). Consumers in New Millennium: Attitudes towards Adoption of New Technologies in Purchasing Process. Studia Commercialia Bratislavensia, 9(33), 65-74.
Kotler, P. T., and Armstrong, G. (2015). Marketing: An Introduction. 12th ed. New Jersey: Pearson.
Kotler, P., and Keller, K. L. (2012). Marketing management: The millennium. 14th ed. New Jersey: Prentice Hall.
Maiolo, K. (2018). From Gen Y to Gen Z Tips for reaching the next generation. Central Penn Business Journal. [Online]. Retrieved May 23, 2022, from: cpbj.com/from-gen-y-to-gen-z-tips-for-reaching-the-next-generation/?dmcss=login
National Statistical Office. (2021). Number of population from registration classified by age, sex, region and province, 2021. [Online]. Retrieved May 23, 2022, from http://statbbi.nso.go.th/staticreport/page/sector/th/01.aspx
Netkamyuang, K. and Limpiangkanun, P. (2016). Behaviour and Marketing Factors Affect to The Convenience Store Service Selection at Hang Dong District, Chiang Mai Province. Journal of Management and Marketing Rajamangla University of Technology Thanyaburi, 3(1), 48-57. (in Thai)
Rittiboonchai, W. (2013). Sercice Marketting Mix Factors Affecting Decision to buy at Seven-Eleven Convenience Store of Burapa University Students. Panyapiwat Journal, 4(2), 40-56. (in Thai)
Saiyot, L. and Saiyot, A. (1985). Principles of Educational Research. Bangkok: Suksaporn. (in Thai)
Sakullertwattana, P., Tangjaturasopon, A., Charwasama, W., Khunkumkard, R. and Temrak, C. (2018). Factors Affecting Senior Citizens’ Buying Decisionof Ready-to-eat Foods in Convenience Store, Joho Sub-district, Mueang District, Nakhonratchasima. Journal of Business Administration. The Association of Private Higher Education Institutions of Thailand, 7(2), 155-168. (in Thai)
Sereerat, S, Laksitanon, P. and Sereerat, S. (2009). New Market Management. Bangkok: Patanasuksa. (in Thai)
Tassanakullawong, C. (2012). Factors Affecting Buying Behavior of Consumer Via 7-Catalog in Bangkok Metropolitan Area. Independent Study of the Degree of Master of Business Administration Program in Marketing Management. Bangkok: Srinakharinwirote University. (in Thai)
Trijent, N. (2016). Factors Influencing on Buying Decision at Old-fashioned Retail Grocery Stores: Case Study of Talaad Thai Market in Pathumthani. Thesis of the Degree of Master of Business Administration. Bangkok: Bangkok University. (in Thai)
Wanichbuncha, K. and Wanichbuncha, T. (2015). Using SPSS for Windows to analize data. Bangkok: Samlada Press. (in Thai)
Wittawat, S. (2007). Gen Y:: Hold on tight to make it work. Bangkok: Bangkok Business Bizbook. (in Thai)
Yamane, T. (1973). Statistics: An Introductory Analysis. New York: Harper and Row.
Yaowarat, A. (2019). Marketing Mix Factors Influencing Consumer Purchasing Behavior at Modern Trade Retail Stores in Bangkok. Journal of Management Science Review, 21(1), 137-144. (in Thai)