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Behavior & marketing mix of purchasing decision for processed porkproducts of consumers in Nakhon Pathom Province |
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| รหัสดีโอไอ | |
| Creator | Saranya Thamsirirpong |
| Title | Behavior & marketing mix of purchasing decision for processed porkproducts of consumers in Nakhon Pathom Province |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University |
| Publication Year | 2562 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 6 |
| Journal No. | 1 |
| Page no. | 152-167 |
| Keyword | purchasing behavior, marketing mix, purchasing decision, processed products, pork |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/13257 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aimed to: 1) study the consumers' purchasing decision for processed pork products in Nakhon Pathom Province; 2) compare the consumers' purchasing decision for processed pork products in Nakhon Pathom Province as classified by purchasing behavior; & 3) study the marketing mix factors affecting purchasing decision for processed pork products of consumers in Nakhon Pathom Province. The sample was 385 consumers of processed pork in Nakhon Pathom Province derived by quota sampling. The research instrument was a questionnaire constructed by the researcher with the content validity between 0.67 & 1.00. The internal consistency reliability coefficients were 0.74 for marketing mix, & 0.81 for consumers' purchasing decision. Data were analyzed with percentage, mean, standard deviation, one-way ANOVA, least significant difference, enter method of multiple regression & content analysis. The research results revealed as follows: 1. Overall the level of purchasing decision for processed pork of consumers in Nakhon Pathom Province was at a high level. When considering each aspect, all aspects were at a high level. The aspects, in the descending order, were purchasing decision, information searching, perception of problem or need, result evaluation, & post-purchase behavior. 2. The comparison of purchasing decision for processed pork in Nakhon Pathom Province as classified by consumers' behavior revealed that the consumers with differences in purchasing frequency & purchasing time had different purchasing decision with significant difference at .05 level. 3. All aspects of marketing mix factors affected the purchasing decision for processed pork of consumers in Nakhon Pathom Province. The equation was = 1.00 + 0.21(Product X1)** + 0.15 (Price X2)** + 0.14 (Place X3)** + 0.24 (Promotion X4)**. The marketing mix factors together predicted the purchasing decision for processed port of consumers in Nakhon Pathom Province with the percentage of 51. |
