Bundit Pungnirund
The Influences of Marketing Mix on Customer Purchasing Behavior at Chatuchak Plaza Market
2373 - 2375
2013
7
8
International Journal of Economics and Management Engineering
https://publications.waset.org/pdf/16200
https://publications.waset.org/vol/80
World Academy of Science, Engineering and Technology
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 2534 years
old, hold undergraduate degree, married and stay together. The
average income of respondents was between 10,00120,000 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).
Open Science Index 80, 2013