Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 31464
The Influences of Marketing Mix on Customer Purchasing Behavior at Chatuchak Plaza Market

Authors: Bundit Pungnirund

Abstract:

The objective of this research was to study the influence of marketing mix on customers purchasing behavior. A total of 397 respondents were collected from customers who were the patronages of the Chatuchak Plaza market. A questionnaire was utilized as a tool to collect data. Statistics utilized in this research included frequency, percentage, mean, standard deviation, and multiple regression analysis. Data were analyzed by using Statistical Package for the Social Sciences. The findings revealed that the majority of respondents were male with the age between 25-34 years old, hold undergraduate degree, married and stay together. The average income of respondents was between 10,001-20,000 baht. In terms of occupation, the majority worked for private companies. The research analysis disclosed that there were three variables of marketing mix which included price (X2), place (X3), and product (X1) which had an influence on the frequency of customer purchasing. These three variables can predict a purchase about 30 percent of the time by using the equation; Y1 = 6.851 + .921(X2) + .949(X3) + .591(X1). It also found that in terms of marketing mixed, there were two variables had an influence on the amount of customer purchasing which were physical characteristic (X6), and the process (X7). These two variables are 17 percent predictive of a purchasing by using the equation: Y2 = 2276.88 + 2980.97(X6) + 2188.09(X7).

Keywords: Influences, Marketing Mixed, Purchasing Behavior.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1335562

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 10739

References:


[1] Kasikorn Bank Research Center, “Consumer Spending in Bangkok during Fluctuation Price of Gas during 12-15 March, 2011," www.kasikornbank.com, 2011.
[2] ABAC polls, "Spending Behavior of Bangkok Consumer," www.bangkokbiznews.com, 2011.
[3] Kasikorn Bank Research Center, “Retailing in 2011," www.corehoononline.com, 2011.
[4] J and J rental Co. Marketing Department, Interview, 2011.
[5] P. Kotler, “Marketing Management.” Millennium Edition: Prentice Hall, 2003.
[6] S. Serirut and et. al., “The New Marketing Management,” Bangkok: Thamsan,
[7] B. Panpasert, “Factors of Decision Making in the Moving Weekend Market: A Case Study of Tamong District, Kanchanaburi,” Master Thesis of Marketing, Dusit Rajabhat University, 2005.
[8] P. Jirathonwat, “Factors of Marketing Mix for Consumers who Purchase Souvenir at Dankiewn Community, Chokchai district, Nakorn Ratchasima, 2006.
[9] P. Intawee, “Factors Related to Purchasing Behavior of the Consumers at Thonburi Weekend Market,” Master Thesis of Business, Suan Sunandha Rajabhat University, 2006.