Marketing Mix of University Bottled Drinking Water Project Influencing Students’ Purchase Decisions in the Northern Rajabhat

Abstract

The purposes of this research were 1) to compare the personal factors of of Northern Rajabhat University students 2) to analyze marketing mix factors of university bottled drinking water project in influencing the purchasing decision of Northern Rajabhat University students. The research used a simple random sampling from 399 simples. The data were collected by questionnaire. Statistics analyzed were percentage, frequency, mean and standard deviation. Analytical methods for testing hypotheses which using reference statistics were Independent T-Test, One-Way ANOVA and Multiple Regression Analysis. The results of the research showed that 1) students in Rajabhat University in the northern region with different gender, year and income had the decision to buy bottled water under the university program statistically insignificant. While Rajabhat University students in the northern region with different faculties and universities have purchasing decision for bottled water under the university program at the statistical significance of 0.05. 2) marketing mix affecting the decision to buy bottled water under the program of Rajabhat University in the northern region are products, price, distribution channels and the marketing promotion. The price are likely the most affected factors for purchasing decision, followed by marketing promotion, the distribution channels, and the product side.Which R-Squared that 0.553 as 55.3 percent respectively.