MARKETING MIX FACTORS AFFECTING CONSUMER BEHAVIOR IN PURCHASING THE ORGANIC VEGETABLES IN NAKHON RATCHASIMA PROVINCE
The objectives of this research are to study 1) opinion level of marketing mix factors in the view of consumers and purchased behavior, 2) average monthly income level that affected the purchased behavior, and 3) marketing mix factors in the view of consumers that affected purchasing behavior. The target group included 100 samples who consumed organic vegetables between 35-60 years old because they were in a working age group who were interested in healthy food choices. Cluster random sampling based on probability sampling by using questionnaires was used as a tool to collect data. Data were analyzed using descriptive statistics which consisted of average value and standard deviation, and using inferential statistics by testing the variance and multiple regression analysis.
The results of the study revealed that the sample groups had opinions on marketing mix factors in consumer want and need at a high level with an average value of 5.80, followed by cost, communication, and convenience, with an average of 5.20 5.11 and 4.68, respectively. The overall decision making behavior of purchasing was at a high level with an average value of 5.60. Consumers with different monthly incomes did not affect the purchase of organic vegetables. In addition, the marketing mix factors in the consumer's perspective on the cost and convenient purchase had an effect on the purchased behavior of organic vegetables with the coefficient of 0.32 and 0.33 respectively.
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