Service Marketing Mix Factors and Psychological Factors Associated with Consumer’s Purchase Behaviour for Ornamental Plants at Muang District, Chumphon Province

Abstract

The study of service marketing mix (8P’s) and psychological factors associated with consumer’s purchase behavior for ornamental plants at Muang District, Chumphon Province. The objectives of this research were (1) to study the service marketing mix factors, psychological factors and consumer’s purchase behavior for ornamental plants at Muang District, Chumphon Province (2) to analyze service marketing mix factors associated with consumer’s purchase behavior for ornamental plants at Muang District, Chumphon Province, and (3) to analyze psychological factors associated with consumer’s purchase behavior for ornamental plants at Muang District, Chumphon Province. This research samples were 385 customers form 7 stores in 2016 by simple random each customer on Monday, Wednesday and Saturday. The research instrument was a questionnaire, by using arithmetic mean, standard deviation and Chi-Square analysis. The research found that (1) the service marketing mix factors (8P’s), product and people were the most average. Followed by place, process, physical evidenced, productivity, price and promotion respectively were the highest mean. The psychological factors, the belief factor has the highest mean. Followed by personality factor, learning factor, attitudes factor, perception factor and motivation factor. Consumer’s purchase behavior for ornamental plants found that the customers who buy ornamental plants for a fortune (28.57 percent), the amount of ornamental plants for each items was 1-500 baht (43.12 percent), customers buy ornamental plants at 8.00 am. - 11.00 am. (48.31 percent), a time per month (29.61 percent), buy ornamental plants in retail purchase (76.88 percent). Family were influent in consumer purchase decision of ornamental plants (53.77 percent) and choosing ornamental plants (38.44 percent) (2) Service marketing mix factors were related to the customer decision at a low level associated in the same directions, purchase amount, purchase time, purchase style and influential individuals in purchase. The variables are related at a low level in the same direction. Other variables are not related. And (3) Psychological factors correlate with the consumer’s purchase behavior at a low level in the same direction, reason to purchase, time to purchase and purchase style