Marketing Mix Affecting Buying Behavior for Fashion Cloths via Facebook of Undergraduate Students, Faculty of Arts, Silpakorn University, Sanam Chandra Palace Campus, Nakhon Pathom Province

Abstract

The objectives of this quantitative research are (1) to explore factor levels of marketing mix affecting behaviour decision (2) to compare behaviour decision, classified by personal factors, and (3) to present the relationship between marketing mix and behaviour decision for fashion cloths via Facebook of bachelor’s degree students studying at Faculty of Arts, Silpakorn University, Sanam Chandra Palace Campus, Nakhon Pathom province. The sample size includes 344 undergraduate students according to the concept of Krejcie & Morgan, (1970). 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 overall of marketing mix was at the highest level (=4.29, S.D.=.335), following by promotion was at the highest level (=4.40, S.D.=.446), Physical Evidence (=4.37, S.D.=.446), price (=4.29, S.D.=.474), people (=4.29, S.D.=.521), process (=4.27, S.D.=.459), place (=4.26, S.D.=.479), and product (=4.18, S.D.=.570) respectively.