Consumers Buying Behavior in Khlong Hae Floating Market, Hat Yai District, Songkhla Province

Abstract

The, purposes of this research were to study consumers’ buying behavior in Klong Hae floating Market, Hat Yai district, Songkhla province, and to compare marketing ingredients towards consumers’ purchases, classified by personal factors. Data were collected by using questionnaires from consumers who came to buy products, in the Klong Hae Floating Market, Hat Yai district, Songkhla province, 400 people, which were obtained by accidental sampling and analyze data by quantitative and descriptive statistics.

         The study indicated that most respondents based on inferential relationship tests that marketing mix factors classified by personal factors which is related to the consumers' buying behavior in Klong Hae Floating Market, found as follows: consumers of different ages will choose to buy products in different products. And the price of the product is different consumers with different in religions and different in occupations will choose to buy products in (4Ps) such as, products, locations and marketing promotion differently.