Marketing Mix Factors Affecting Purchase Decisions glasses within around Bangkok

Abstract

The purposes of this research were to study: 1) levels of marketing mix and purchase decisions; 2) to compare purchase decisions, classified by personnel factors; and 3) to present relations between marketing mix and purchase decisions. The research employs a quantitative method by using a close-ended questionnaire for survey research. Data were collected from 402 people who purchased glasses within around Bangkok under the concepted of Cochran et al., (1953) by nonprobability sampling and purposive sampling. The research was conceptualized to analyze the frequency, percentage, mean, standard deviation, t-test, One-way ANOVA F-test, and Pearson’s correlation by using statistical software. The research finding revealed that; 1) the overall marketing mix was at a high level (=3.84, S.D.=.788), and purchase decision was at a high level (=3.83, S.D.=.768); 2) personnel factors by age, status, incomes, education, frequency to purchase per year, average price per time, and which shop did you choose to purchase glasses from the most, had an influence on purchase decision at statistically significant level of .05, while personnel factors by sex were not influenced to purchase decision glasses within around Bangkok; and 3) marketing mix factors such as product, price, place, promotion, people, process, physical evidence have been linked to purchase decision glasses within Bangkok, with R²= 796, .838, .826, .886, .855, .867, .866, .915 respectively. They were related in a high level.