Components of Marketing Mix Factors and Attitudes Affecting Purchasing Behaviors of Mosquito and Insect Repellent Products among Consumers in Bangkok

Abstract

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.