กลยุทธ์ทางการตลาดที่มีผลต่อความตั้งใจซื้อ บัวขยายข้าวกรอบไรซ์เบอร์รี่ในกรุงเทพและปริมณฑล

บทคัดย่อ

              This research studied attitudes toward the marketing mixes by comparing the original and revised versions. It also examined attitudes toward the marketing mixes and the purchase intentions categorized by sociodemographic factors, as well as the relationship between the marketing mixes and the purchase intention toward Crispy Rice berry of consumers in Bangkok and its vicinities. The sampling methods used were purposive and snowball sampling. The online questionnaires were used as data collection instruments for the total sample size of 419. The statistical methods used were as follows: test of differences in mean (Paired Samples t-test, Independent Samples t-test, One Way ANOVA) and Pearson Correlation. The results indicated that most of the respondents were female, aged between 39 and 54 years and holding a bachelor degree or equivalent. They were company employees with monthly household incomes between 18,001 and 50,000 baht. The hypothesis testing found that 1. the revised version of marketing mixes had significantly higher mean values than the original version; 2. price, package 3. Facebook advertising were the top three factors that significantly correlated with the purchase intention. Regarding the demographic differences, the results revealed that female consumers had a higher level of attitude toward the product than the male consumers. The student group had a higher level of purchase intention than the employee group. The Gen Z and the Gen Y groups had higher levels of purchase intention than Gen X. All of these results were statistically significant at the level of 0.05.