Marketing Mix Factor Effect on Purchase Intention of Snack Products in Samut Sakhon Province

Abstract

This research, which employed quantitative methods, aimed to study: 1) the level of marketing mix and purchase intention of snack products; 2) purchase intention of snack products classified by personal factors; and 3) present relation between marketing mix and purchase intention of snack products. The research tool is a questionnaire that collected data from 400 people who decided to purchase snack products in Samut Sakhon province by nonprobability sampling and accidental sampling. The statistics in this research were frequency, percentage, mean, standard deviation, t-test, F-test, and Pearson’s correlation analysis.

The research results revealed that: 1) the marketing mix and purchase intention of snack products were at a high level with an average of 3.82 and 3.73 and a standard deviation of .753 and .742 respectively; 2) personal factors by status, and income affecting purchase intention of snack products at the statistically significant level of .05, while personal factors by gender, age, education, the objective of purchase intention of snack products, cost per purchase intention of snack products, and frequency per purchase intention of snack products have no effect on purchase intention of snack products; and 3) the marketing mix by products, price, place, promotion, people, process, and physical evidence have a relation to purchase intention of snack products in Samut Sakhon province at the statistically significant level of .01 (R²=.726**)