THE RELATIONSHIP BETWEEN MARKETING MIX AND PURCHASING INTENTIONS OF GUANGXI HIGREEN MARKET BUYERS IMPORTING LONGAN FROM A THAI COMPANY X
Keywords:
Longan export, Guangxi fruit market, 4P marketing strategy, Purchase intentionAbstract
ABSTRACT
This study aims to investigate the factors influencing the purchasing intentions of Guangxi HiGreen Market buyers towards longan imported from Thai Company X, using the 4P marketing strategy theory as a framework. The study focuses on the unique dynamics of the cross-border longan trade between Thailand and China, particularly in the Guangxi region, which serves as a major distribution center for imported fruits. Employing a quantitative research approach, the study utilizes a questionnaire to collect data from a sample of 230 fruit market buyers, selected through simple random sampling from a population of 538 importers in the Guangxi HiGreen Market. The research instrument was rigorously tested for validity and reliability to ensure credibility. Data analysis involved both descriptive and inferential statistics, including correlation and multiple regression analyses, to examine the relative importance of each element of the 4P marketing strategy (Product, Price, Place, and Promotion) in shaping purchasing intentions. The study aims to provide valuable insights for Thai longan exporters, particularly Company X, to enhance their marketing strategies and improve their competitive position in the Guangxi market.
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