Marketing Mix Factors Affecting the Purchase Decision of Don Kaidee Benjarong Porcelain by Tourists in Samut Sakhon Province

Abstract

This research aimed to (1) study the marketing mix factors and purchase decision factors for Don Kaidee Benjarong porcelain among tourists in Samut Sakhon province and (2) analyze the marketing mix  factors that influence the purchase decisions of tourists. This quantitative study employed a questionnaire to collect data from 400 tourists visiting Samut Sakhon province. Statistical methods included frequency distribution, percentage, mean, and standard deviation. Hypothesis testing was conducted using multiple regression analysis. The findings were as follows: most respondents were female, aged 20–30 years, with a bachelor's degree, earning an average monthly income of 10,001–20,000 THB, and employed as company staff. In addition, the researcher found that the opinions on the marketing mix were ranked as follows: (1) price, (2) marketing promotion, (3) distribution channels, and (4) product. The opinions on the purchase decision process were ranked as follows: (1) post-purchase behavior, (2) purchase decision, (3) evaluation of alternatives, (4) need recognition, and (5) information search. Hypothesis testing revealed that the marketing mix factors of product, price, distribution channels, and marketing promotion—significantly influenced the purchase decisions for Don Kaidee Benjarong porcelain at a statistical significance level of 0.05.