MARKETING MIX FACTORS OF SERVICES AFFECTING THAI PASSENGERS' DECISION TO PURCHASE IN-FLIGHT SOUVENIRS

Abstract

This research aims to 1) examine whether differences in passengers’ personal characteristics affect their purchasing decisions of souvenirs on airplanes, 2) investigate how variations in passengers’ consumer behaviors influence their decisions to buy souvenirs on airplanes and 3) analyze the impact of service marketing mix factors on Thai passengers’ decisions to purchase souvenirs on airplanes. This quantitative study collected data via questionnaires from a purposive random sample of 400 international airline passengers in Thailand. Statistical analyses included frequency, percentage, mean, standard deviation, t-test One Way ANOVA and multiple regression analysis.

The findings revealed that 1) differences in passengers’ personal characteristics did not significantly affect their souvenir purchasing decisions; 2) differences in preferred product types, reasons for purchase, and purchase methods and conditions significantly influenced souvenir purchasing decisions at the .05 significance level; and 3) service marketing mix factors—comprising marketing promotion, personnel, processes, and physical evidence—significantly affected Thai passengers’ decisions to purchase souvenirs on airplanes at the .05 significance level. Based on these findings, it is recommended that operators develop products aligned with passengers’ preferences and purchase motivations, train staff to provide knowledgeable and quality service, streamline the purchasing process to be convenient and efficient with multiple payment options, enhance the point of sale to be attractive and well-organized, and implement promotional activities to stimulate passengers’ purchasing decisions.