FACTORS AFFECTING CONSUMERS’ PURCHASING DECISIONS FROM PHOOM-PRAEW SHOP, MUANG DISTRICT, NAN PROVINCE

Abstract

This research aimed to study factors of marketing mix that affecting consumers’ purchasing decisions and study the behavior of purchasing in traditional trade from Phoom-Praew shop, in Muang District, Nan Province. It was a quantitative research and collected data by questionnaire from the target samples who have purchased from traditional trade and dwelled in Nan Province. There were 80 samples derived by a convenient sampling method and analyze data using statistical software. The results showed that the most of the respondents were female between 25-30 years old, completed diploma/higher education diploma or equivalent, were single, earned a monthly income below 5,000 Baht. The residence was a dormitory. For the factors that affect consumer’s purchasing decision were the marketing mix factors in high level, in total, with the average of 3.72. When considering 4 aspects of the factors found that First, the place was at the average of 4.32 at a most level. Second, the product was at the average of 4.03 at a high level. Third, the price was at the average of 3.56 at a high level. Last, the promotion was at the average of 2.95 at a moderate level. As for purchasing behavior, most of them had purchasing behavior in urgent needs 75 %, purchased for themselves 46.3 %, the location of the shop near the accommodation or office 41.3 %, the especially products were non-alcoholic beverages 38.7 % and had a frequency of purchase 3-5 times a week 32.5 %.