MARKETING MIX THAT AFFECTS THE DECISION TO BUY CLEAN FOOD IN MUEANG DISTRICT, TAK PROVINCE

Abstract

This research aims to: 1. To study demographic factors affecting consumers' decision to buy clean food in Muang District, Tak Province. 2. To study decision to buy clean food of Consumers in Muang District, Tak Province 3. To study the marketing mix affecting consumers' decision to buy clean food in Muang District, Tak Province. There are 400 people in Mueang District, Tak Province.  The questionnaire was used as a tool for data collection. The sample consisted of 196 consumers using convenient sampling techniques. The data were analyzed             by descriptive statistics such as frequency, percentage, mean, standard deviation       and reference statistics such as F-Test. Analysis of variance (One-way ANOVA)        and Multiple Regression Analysis.  The results showed that demographic factors influencing consumers' decision to buy clean food in Muang District, Tak Province, the majority of consumers of clean food were female, aged 31-40 years. Bachelor's degree or equivalent Employee occupation and monthly income 10,000 - 20,000 baht consumers' decision to buy clean food in Mueang District, Tak Province         The most frequently purchased type of clean food is organic vegetables. The place to buy is the buy frequency market more than once per week. He is the person who influences the purchasing decision. And the marketing mix influences the decision     to buy clean food. Is at a high level in all areas With the product aspect the most effect Followed by price, distribution channel In marketing promotion, respectively. The results of hypothesis testing showed that Demographic factors included gender, age, marital status. The level of education, occupation, and average monthly income did not differ significantly in purchasing decisions of clean food in Muang District,    Tak Province at 0.05 level and all aspects of marketing mix factor were. Relationship with purchasing decisions for clean foods In Muang District, Tak Province was statistically significant at 0.05