Marketing mix factors affecting consumers' decision to purchase cold pressed herbal juice of SMC Co., Ltd.

Abstract

          The purposes of this study were to study (1) the level of opinion on the market mix factors in consumers’ decision to purchase cold pressed herbal juice of SMC Co., Ltd. (2) the level of opinions related to consumers’ decision to purchase cold pressed herbal juice of SMC Co., Ltd. (3) consumer behavior in deciding to purchase cold pressed herbal juice of SMC Co., Ltd and (4) marketing mixed factors affected consumers’ decision to purchase cold pressed herbal juice of SMC Co., Ltd. The sample used in the study was 207 consumers who had purchased herbal cold juice from SMC Co., Ltd. The research tool was a questionnaire. Data analysis statistics included frequency distribution, percentage, mean, standard deviation, and multivariate regression equation analysis The study results showed that (1) and (2) consumers had opinions on the market mix factors and consumers’ decision to purchase cold-pressed herbal juice of SMC Co., Ltd. had the highest overall level. (3) Consumer's behavior in deciding to purchase the company’s cold-pressed herbal juice most of the SMC. Co. Ltd. had a frequency of 1-2 times a week or more. The purchase quantity was 6 bottles. Most of them had bought intestinal detox drinks for the shoppers themselves and took into account the most beneficial to the body. (4) Marketing mixed factors including product, price, distribution, and marketing promotions overview affected the decision to purchase the cold-pressed herbal juice of the SMC. Co. Ltd. with a statistical significance of 0.05 level. Altogether, the prediction coefficient was 76.70 percent.