The Influence of Marketing Mix on Honey Purchasing Decisions Among Consumers in Chiang Mai Province
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Abstract
This research aimed to 1) examine honey purchasing behavior among consumers in Chiang Mai Province and 2) investigate the influence of marketing mix factors on honey purchasing decisions. A sample of 400 respondents was selected through quota sampling. Data were collected via questionnaires and analyzed using descriptive statistics, ANOVA, and multiple regression. Results showed that product (β = .282, p < .001), distribution channel (β =. 250, p < .001), and promotion (β = .168, p = .001) positively influenced purchasing decisions, while price showed no significant relationship. The model explained 42.3% of variance (R² =.423, Adjusted R² = .417, F = 72.45, p < .001). These findings highlight that consumers prioritize product quality, accessibility, and promotional activities over price. Practically, entrepreneurs should maintain quality standards, develop compelling brand narratives, expand both offline and online channels, and design health- oriented promotional campaigns.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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