Factors in the Marketing Mix Affecting Consumer Online Furniture Purchase Decisions in Nonthaburi Province

Abstract

          This research aimed to (1) study the level of marketing mix factors and the decision-making process in purchasing furniture online among consumers in Nonthaburi Province, and (2) examine which marketing mix factors influence the decision to purchase furniture online among these consumers.This study is quantitative research, using a questionnaire as the data collection tool. The sample consisted of 385 residents of Nonthaburi Province. The statistical methods used for data analysis included frequency distribution, percentage, mean, and standard deviation. For hypothesis testing, multiple regression analysis was applied.The study found that most respondents were female, aged 20–29 years, single, held a bachelor’s degree, worked in the private sector, and had an average monthly income of 15,001–25,000 baht. Most consumers compared 3–4 stores before making a purchase and typically bought furniture from general furniture stores.Regarding the marketing mix (6P’s), the factor with the highest average score was privacy (𝑥̄ = 4.55, S.D. = 0.41), followed by price, distribution channels, promotion, product, and personal service, respectively.As for the levels of consumer decision-making in purchasing furniture online, the highest average was for evaluating alternatives (𝑥̄ = 4.53, S.D. = 0.43), followed by problem/need recognition, purchase decision, information search, and post-purchase behavior, respectively. The hypothesis testing results showed that personal service, price, and distribution channels significantly influenced the decision to purchase furniture online among consumers in Nonthaburi Province at the 0.05 significance level.