MARKMARKETING MIX FACTORS AFFECTING CONSUMER BUYING BEHAVIOURS OF LONGMUD FABRIC IN SONGKHLAETING MIX FACTORS AFFECTING CONSUMER BUYING BEHAVIOURS OF LONGMUD FABRIC IN SONGKHLA

Abstract

          The objectives of this research article were to 1) study the intensity of focus on a marketing mix affecting buying decisions in Longmud fabric in Songkhla and 2) to compare marketing mix elements influencing opinions of buying decisions in Longmud fabric in Songkhla. This research adopted the quantitative method by collecting 252 purposive sampling from Thepa locals, staffs in Thepa public sectors, and other Thepa fabric purchasers in nearby cities. The method of collecting data is a questionnaire indicating reliability of .92. For the data analyzation, researchers examined frequencies, percentages, means, standard deviations, t - test, and ANOVA. According to the result of analyzation of the intensity of focus on marketing mix affecting buying decisions in Longmud fabric in Songkhla, Marketing mix that affects the purchasing decision of Lom Muth Woven fabric products The most product and design the most especially the unique pattern of fabric. The second focus is the price. Fix and proper prices are necessary for Thepa fabric customers. The third focus is a promotion, which Thepa fabric community is giving the right amount of information to customers. The last focus is a distribution channel including decorations of Longmud fabric community and interesting products. Other marketing mix elements affecting buying decisions are genders, that Included people who use different intensity of focus on marketing mix affecting buying decisions in Longmud fabric, there is different emphasis on marketing mix and when consider each factor found of the factors were different significant p value of 0.05.