Marketing factors affecting consumers' buying decision behavior at the 4th Bangkok Art Festival

Abstract

Research “The marketing factor that affects the decision-making behavior of consumers in the 4^th Bangkok Art Festival” aims to: 1) to study consumers’ buying decision behavior at the Bangkok
Art Festival. 4 2) to study the relationship between marketing factors And the decision making behavior of consumers to buy products at the 4^th  Bangkok Art Festival.  Use quantitative research with customers who come to use and buy products at the 4^th Bangkok
Art Festival, where the researcher has a sample size calculated from a formula that does not know the exact population Determine the 95% confidence level. The sample used in this research is equal to 400 people.

The results of the study showed that the study of marketing variables affecting
the consumers' buying decision behavior at the 4^th Bangkok Art Festival was at a high level in all variables. But personal factors in different gender matters and marketing variables (7Ps) do not affect the consumers' decision to buy products at the 4^th Bangkok Art Festival by research results in the aspect is consistent. In the same direction as the event but personal factors that comprise age, education level, occupation, income per month, marital status, affect the decision-making behavior of consumers to buy products at the 4^th Bangkok Art Festival. Good, good income Have a good family Will have the power to buy products in the event Because
it is a product that is related to art, making it more expensive than products on the market Therefore, the personal factors mentioned above have an effect on the consumers' decision
to buy products at the 4^th Bangkok Art Festival