MARKETING MIX FACTORS AFFECTING PURCHASING DECISION OF PRODUCT IN THE LARGE MODERN RETAIL STORES OF CONSUMERS IN AMPHOE MUEANG, NONTHABURI PROVINCE

Abstract

The purpose of this study were to 1) study the demographic characteristics that affect the consumers purchase decisions of product in large modern retail stores in Amphoe Mueang, Nonthaburi Province. 2) to study the marketing mix factors the affect consumers’ purchase decisions of product in the large modern retail stores. And 3) to study the consumers’ purchase decision in large modern retail stores in Amphoe Mueang, Nonthaburi Province. The sample of this research were 400 persons. The research instrument was questionnaire and the statistics used in data analysis were frequency, percentage, mean, standard deviation and Chi – square. The study found that 1) majority of consumers were female, aged between 31-40 years old, graduated with a Bachelor’s degree, occupation as private company employees the average monthly income ranged from 10,001-20,000 baht. 2) The marketing mix factors affected the consumers’ purchasing decision of products in large modern retail stores. The result indicated that overall views toward marketing mix were at high level in all 7 aspects. The highest average was product and the lowest was the peaple. 3) The consumers’ purchase decisions in large modern retail stores. The overall views of decision making in all 5 aspects was at a high level, the highest average was the perceived problem and the lowest average was information search. The result of hypothesis testing showed that 1) demographic characteristics were not related to the purchasing decision of consumers and 2) the marketing mix factors were related to the purchasing decision with statistical significant level at 0.05.