MARKETING FACTORS FAAFECTIONG CHARCOAL PURCHASING DECISIONS IN PAKTHO DISTRICT RATCHABURI PROVINCE

Abstract

Abstract

This research The objectives were To study the level of marketing factors in Pak Tho District. To study the level of charcoal purchase decision in the area of Pak Tho District. To study the market factors affecting the decision to buy charcoal in the area of Pak Tho District. Ratchaburi Province and To study suggestions on market factors that affect the decision to buy charcoal in the area of Pak Tho District. This research is a quantitative research. The sample group consisted of 200 charcoal consumers by the researcher using a non-probabilistic sampling method. convenient random sampling According to Seymour Sudman's method. Questionnaires were used to collect data. To collect information Statistics used in data analysis were mean, standard deviation. and linear multiple regression analysis by Enter method at statistical significance level .05.

Research findings: 1) The level of marketing factors in Pak Tho District Ratchaburi Province Overall, it was at the highest level. 2) Decision level to buy charcoal in Pak Tho District. Ratchaburi Province as a whole was at a high level. 3) The relationship between marketing factors affecting the decision to buy charcoal in the area of Pak Tho District. Ratchaburi province found that there was a multiple correlation coefficient of .541 (R = .541). All independent variables could explain the variation of the dependent variable by 29.2% with R² = .292 and F = 20.123, indicating that the variables Influencing the decision to buy charcoal in the area of Pak Tho District. Ratchaburi Province and 4) Suggestions on market factors affecting the decision to buy charcoal in the area of Pak Tho District Ratchaburi province found that traders should pack charcoal in different sizes.