MARKETING MIX FACTORS AND BUYING DECISIONS FOR BENJARONG OF BENJARONG VILLAGE, SAMUT SAKHON PROVINCE

Abstract

The marketing mix factors affecting the decision to buy Benjarong of Benjarong Village, Samut Sakhon Province, aims to study the marketing factors and the decision to buy Benjarong of Bencharong Village, Samut Sakhon Province. The scope of the research was determined as a study of the marketing factors and the purchasing decisions of the customers who had bought Benjarong products. The population and sample group were studied by the researcher. This study was conducted as a survey research. The questionnaires were used for collecting data from 400 customers who had bought Benjarong products from Benjarong Village, Don Kai Di district, Samut Sakhon Province. The instrument used for data collection was a questionnaire which were divided into 3 parts. The data was analyzed by using statistical software packages, and was split into 3 parts as follows: part 1, demographic characteristics which were analyzed to be presented as descriptive statistics in forms of frequency and percentage, part 2, marketing mix factors were taken to analyze and presented as descriptive data in forms of mean and standard deviation, and part 3, hypothesis testing for decision making comparison on Benjarong purchasing at Benjarong village, Samut Sakhon province, classified by demography.