Marketing Mix Factors Affecting the Purchase of Bottled Water in Surat Thani Province

Abstract

This study aimed to 1) study the marketing mix factors of bottled water in Surat Thani Province, 2) analyze the decisions of purchasing bottled water in Surat Thani Province, and 3) explore the impact of marketing mix factors on the decisions of purchasing bottled water in Surat Thani Province. The sample consisted of 400 bottled water consumers in Surat Thani, and the data were collected using a questionnaire. Statistical analyses included frequency, percentage, mean, standard deviation, and multiple regression analysis.

The study revealed the following findings: 1) Marketing mix factors for bottled drinking water in Surat Thani Province were overall at a high level, with price being the most important factor. 2) The decision to purchase bottled drinking water in Surat Thani Province was overall at a high level, with the most important factor of the perception of needs. 3) The marketing mix factors affecting the decision to purchase bottled drinking water in  Surat Thani Province indicated that the marketing promotion aspect had the highest weight. The aspects of product, price, distribution channels, and marketing promotion had a statistically significant effect on the decision to purchase bottled drinking water at the .05 level, with a predictive power of 39.6%. A predictive equation can be formulated as follows:

Y = 1.303 + 0.118(X1)* + 0.94(X2)* + 0.216(X3)* + 0.247(X4)*

The research findings can serve as a guide for planning strategy formulation. Entrepreneurs should clearly define target groups to use the findings to develop the marketing mix for bottled drinking water in Surat Thani Province in alignment with the purchasing decisions of each group.