The Relationship between Demographic Characteristics, Marketing Mixed and Service Behavior of Consumers at Local Market.

Abstract

This research aims to study the relationship between demographic characteristics, marketing mix, and the service behavior of consumers at Local Market in Nakhon Ratchasima City, Nakhon Ratchasima province. The questionnaire was used to collected data of 390 samples. There were 2 phases of Data analysis: the first phase was the analysis of descriptive statistics and the second phase of inferential analysis was Chi-Square by Crosstabs at the significance level 0.05

The statistical results of the study indicated the Demographic characteristics had relationship with the service behavior of consumers. When considering each case found that the consumer behavior, the types of products and services depending on age, amount of time, and average revenue per month. Besides that the frequency of consumers services used based on gender, age, occupation and income per month. In addition, the expenditure was depending on age, occupation and income per month, and the companion based on age, education, occupation and income per month.

Furthermore, the marketing-mix factors had relationship with the service behavior of consumers. The consumer’s behavior regarding of time spending on traveling and shopping depends on the price of goods and services. In terms of the number of times to return back to the market based on products and distribution channels. The expenditure of shopping includes the shopper companion based on price for goods, services, and distribution channels.

Keywords:  demographic characteristics, marketing-mix, service behavior of consumers, local Market,