The Marketing Mix and Purchase Behaviors Influential to Customers’ Repeat Purchase of Products in the Superstore via Application

Abstract

          The objective of this research was to 1) Study the marketing mix influential to the purchase behaviors of products in the superstore via application and 2) study the purchase behaviors of products in the superstore via application influential to the repeat purchase. Is a quantitative research using survey research, the researcher used the questionnaire as the tool for data analysis as follows: frequency, percentage, mean and standard deviation, including the analysis of multiple regression by the social scientific software.

          The study found that 1) The overall opinions on the marketing mix were at the highest level, and the following aspects (the aspect of product, the aspect of price, the aspect of place, the aspect of marketing promotion and the aspect of procedure). 2) The purchase behaviors of products in the superstore via application on the aspect of frequency, the customers spent twice/three months, and the expense of each time was 817 baht in average. The most customers decided to purchase products themselves due to the quality of products. The tendency of repeat purchase was at the certain level, As the hypothesis test, it indicated that the overall marketing mix and each of the aspects (the aspect of price and the aspect of marketing promotion) were influential to the repeat purchase of products in the superstore via application on the aspect of frequency at the statistically significant level of .05. The overall. And the purchase behaviors of products in the superstore via application on the aspect of frequency and the aspect of expense of each time was influential to the certain repeat purchase, the aspect of repeat purchase and the aspect of recommendation to other people for repeat purchase at the statistically significant level of .05.