Causal factors that influence the decision to purchase toothpaste products of consumers in Bangkok

Abstract

          The purpose of this research is mainly to study the causal factors that influence the decision to purchase toothpaste products of consumers in Bangkok. In this respect, four factors have been studied, which included marketing mix elements (4Ps), customer perceived value, customer satisfaction as a transmission variable, and the decision to buy toothpaste products. Quantitative research methodology has been adopted using questionnaires as a research tool. The sample for this study was a group of 400 consumers in Bangkok who have used toothpaste products. Sampled consumers were randomly selected using a multi-stage sampling method, starting by dividing Bangkok into 50 districts, followed by proportional randomization. The statistics used in the data analysis consisted of descriptive statistics, followed by statistics that measure the relationship between observable variables, and Structural Equation Modeling.

          The results showed that, marketing mix factors (4Ps), and customer perceived value had a positive direct effect on consumers' decision to purchase toothpaste products in Bangkok. The study also showed that, those factors had a positive indirect influence on the decision to purchase toothpaste products through the consumer satisfaction variable. Additionally, it was also found that the customer satisfaction had a direct positive effect on consumers' decision to purchase toothpaste products in Bangkok.