Factors Affecting The Purchase Decision Product The Thong Fah Pracharat Shop Ubonratchathani Province

Abstract

The objectives of this research were to 1) Study personal factors purchasing behavior and the marketing mix that influences purchasing decisions 2) Study marketing mix factors that affect product purchasing decisions 3) Compare factors affecting product purchasing decisions classified by personal factors, The sample used for the research was 385 consumers who purchased products or had previously purchased products at Thong Fah Pracharath shop in Ubon Ratchathani Province. Data were collected by completion of a questionnaire and analyzed by the use of percentage, mean, and standard deviation. Multiple regression analysis, t-test and One-way Analysis of Variance Findings showed that 1) Most respondents were female, aged under 20 years old , had an education level at lower secondary/higher secondary/equivalent, have a career as a student/student, had average level incomes of over 5,000 baht per month. Pay for products with cash and welfare cards.
Amount purchased each month 301-500 baht Number of times purchased each month 4 – 6 times
per month. The time of purchase is 10:01 a.m. - 2:00 p.m. The most consumer products are purchased. The person who influences the decision to purchase a product is oneself. Respondents placed high importance on the factors affecting their decision to purchase products at Thong Fah Pracharat Shop. Overall, they were at a high level. When considering each aspect, arranging the average values ​​ from highest to lowest, including product price place and promotion respectively. 2) Factors that affect the decision to purchase products at Thong Fah Pracharath Shop, Ubon Ratchathani Province,
include marketing promotion product and price respectively, which can predict consumer purchasing decisions 75 % 3) Consumers of different genders There were no differences in opinions on the decision to purchase products at Thong Fah Pracharat shop, while age, education level, occupation, and average monthly income Different people have different opinions on the factors that affect the decision  to purchase products at Thong Fah Pracharat shop.