Marketing Factors Influencing the Purchase Decisions of Mooncakes and Ready-to-Eat Chili Pastes: Consistencies and Differences between Consumers and Entrepreneurs in Convenience Stores

Abstract

This research investigates the alignment and discrepancies of marketing factors considered significant by both entrepreneurs and consumers influencing their purchasing decisions for Pia cakes and instant chili paste products available at convenience stores within the Bangkok Metropolitan area. The research is grounded in the Marketing Mix (4Ps) framework and employs a case study approach, combining in-depth interviews with entrepreneurs of both product categories and quantitative surveys conducted with 100 consumers for mooncakes and 105 consumers for ready-to-eat chili pastes. The findings reveal that the most influential marketing factors for consumers include product taste, hygiene, and value for money. In addition, the strategic placement and visual appeal of products on store shelves also play a significant role in purchase decisions. Entrepreneurs, on the other hand, place similar emphasis on taste, ingredient quality, and purchasing convenience. However, a notable difference arises in their perspectives: consumers prioritize consistent promotional activities, while entrepreneurs focus more on packaging design, product labeling, and brand image-factors not highly prioritized by consumers. These insights suggest that entrepreneurs should better understand the genuine needs of consumers, particularly by enhancing promotional strategies. Doing so can significantly improve competitiveness in the retail market.