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Marketing mix factors affecting consumers' decision to buy instant coffee 3 in 1 powder in Bangkok |
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| รหัสดีโอไอ | |
| Creator | Noppasit kradkrayang |
| Title | Marketing mix factors affecting consumers' decision to buy instant coffee 3 in 1 powder in Bangkok |
| Contributor | Narong Pondok |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2567 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 11 |
| Journal No. | 1 |
| Page no. | 29-40 |
| Keyword | Marketing Mix, Decision Making, 3 in 1 Instant Coffee Powder |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/17771 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aims to compare the purchasing decision of 3 in 1 instant coffee powder among consumers in Bangkok. Classified by demographic factors and to study the marketing mix factors affecting the decision to buy instant coffee in 3 in 1 powder form among consumers in Bangkok from questionnaires from the sample group by convenience sampling totaling 385 individuals. Using independent t-test statistics, one-way ANOVA analysis and multiple regression analysis (MRA) Hypothesis testing revealed that there was a statistically significant difference at the .05 level in decision to buy instant coffee in 3 in 1 powder based on that factors of age and occupation and the factor affecting the decision to buy instant coffee 3 in 1 powder is the price and promotion statistically significant at the .05 level as follows: Y (The decision to buy instant coffee 3 in 1 powder) = .581 + .047 (Product) + .245 (Price) + .093 (Place) + .447 (Promotion) the predictive power of all 4 variables is 66.7 percent. |
