Factors Affecting Purchase Decision Tamarind Product of Street Tamarind Shop in Phetchabun Province.

Abstract

          The purpose of this research were : was to study factors Integrated Marketing Communication and Marketing Mix, Affecting Purchase Decision Tamarind  Product  of Street Tamarind  Shop in Phetchabun  Province. The mixed methods were employed for this research. The samples used in the qualitative research were 10 people, including entrepreneurs or executives of Street Tamarind Shop in Phetchabun, stakeholders to include business consisted of academics, luminaries or experts. The instrument were interviews, and the qualitative data analysis was content analysis. The sample of the quantitative was the Customers of Street Tamarind  Shop in Phetchabun. The group sampling was selected 400 of customers The instrument for collection data were questionnaires. The statistical analysis were mean, standard deviation and stepwise multiple regression analysis.

          The research findings were as follows: Integrated Marketing Communication which consists of  Advertising, Personal selling, Sale promotion, Publicity, Direct marketing, and Special events effect to Purchase Decision Tamarind  Product  of Street Tamarind  Shop in Phetchabun  Province.. at the statistical significant level of 0.05. and Marketing Mix which consists of  Product or Service, Price and Place effect to Purchase Decision Tamarind  Product  of Street Tamarind  Shop in Phetchabun  Province.. at the statistical significant level of 0.05.