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Marketing mix that affects repeat purchasing behavior of community products Mueang District, Kanchanaburi Province |
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| รหัสดีโอไอ | |
| Creator | Sanchai Kitiyanan |
| Title | Marketing mix that affects repeat purchasing behavior of community products Mueang District, Kanchanaburi Province |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2568 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 1-9 |
| Keyword | The marketing mix, repeat buying behavior, Community products |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/18024 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aims. 1. To study the level of marketing mix that affects repeat purchasing behavior of community products in Mueang District, Kanchanaburi Province. 2. To study the influence of marketing mix on repeat purchase behavior of community products, Mueang District, Kanchanaburi Province. The sample used in this research is a group of consumers in Mueang District. Kanchanaburi Province, 400 people, conveniences sampling method, a tool used in research. It is a 5-level rating scale questionnaire with content validity equal to 0.67 - 1.00. And the confidence of the marketing mix is between 0.89 - 0.91. The confidence value of repeat purchasing behavior is 0.85. This research was analyzed by using frequency percentage mean standard deviation T-Test One Way ANOVA and multiple regression with Enter method and analysis at statistical significance of 0.05.The results of this research were:1. Marketing mix level study that affects repeat purchasing behavior of consumers Community products, Mueang District, Kanchanaburi Province Overall, it was at a high level. When considering each aspect, it was found that it was at a high level in every aspect. Arrange the averages from highest to lowest as follows. The service process aspect is followed by the product aspect. Marketing promotion In terms of price, creation and presentation of characteristics Physical, distribution channels and personnel, respectively.2. Marketing mix the product aspect and price aspect affect the repeat purchasing behavior of consumers of community products in Mueang District, Kanchanaburi Province. Statistically significant at the 0.03 and 0.01 levels. as for distribution channels marketing promotion, personnel, creating and presenting physical characteristics and service process there is no effect on repeat purchasing behavior of consumers of community products in Mueang District, Kanchanaburi Province. The multiple regression analysis equation has a predictive power of 71 percent. The equation can be written as follows. |
