Marketing Mix Factors Affecting Decision Behavior to Order Lockets of Third Grade Royal Temples in the Central Region of Thailand

Abstract

The objectives of this research to study decision behavior and marketing mix factors affecting decision behavior to order lockets of Third Grade Royal Temples in the central region of Thailand. The sample group consists of 366 populations and samples of persons with joint authority to order lockets of decision behavior to order lockets of Third Grade Royal Temples in the central region of Thailand, i.e., monks, folks, and liaisons. Research tool is a questionnaire. Statistics used in this research include mean, percentage, Standard Deviation, t-test, F-test, Chi-Square, and One-Way Analysis of Variance (ANOVA) via Fisher`s Least Significant Difference (LSD). The results revealed that Marketing Mix was at good level (, SD. .544), following by product was at good level (, SD. .493), service personal (, SD. .553) respectively. The results of hypothesis test revealed that (1) personal factors on ages, education levels, involvement with temples and persons with joint authority to order lockets affecting decision behavior to order lockets of Third Grade Royal Temples in the central region of Thailand with statistical significance at 0.05 (2) different marketing mix factors and decision behavior to order lockets of Third Grade Royal Temples in the central region of Thailand had different effect on decision behavior to order lockets of Third Grade Royal Temples in the central region of Thailand with statistical significance at 0.05.