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The objective of this research was to investigate purchasing behaviors and components of marketing mix factors and attitudes affecting consumers’ purchasing behavior. The sample was 400 consumers in Bangkok. A research instrument for data collection was a questionnaire with a reliability coefficient of 0.93. The results of this research indicated that most of the respondents were females, aged 36-45 years, graduated with a bachelor's degree, worked as company employee, earned a monthly income between 15,000 – 25,000 baht, and had 3-4 family members living together. In terms of purchasing behaviors, the respondents purchased mosquito and insect repellent products once a month. The popular brand purchased was Baygon. A reason for purchase was for their own use. The purchasing frequency was one unit per time. A purchase amount was 600 ml. They purchased by themselves. They purchased products at a convenience store near home. The research results could be summarized that there were five components of marketing mix factors and attitudes affecting purchasing behaviors, namely: 1) Complete details with safety emphasis could explain 45.278% of the variance in the original variables, 2) Cheap products, 3) O2O group (Online to Offline) business, 4) Detailed information, and 5) Emphasis on experience. Components 1 – 3 could explain all the variances of the original variables at 45.278%, 8.924%, and 6.845%, respectively and Components 4 – 5 could explain all the variances of the original variables at 54.796 % and 11.649 %, respectively.
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