Factors affecting the purchasing decision making of fixed price product from department stores at Muang district, Phitsanulok
Keywords:
Service Marketing Mix factors, Fixed price product, Purchasing decision makingAbstract
This study aims to study factors affecting the purchasing decision making of fixed price products in department stores at Muang district Phitsanulok province. It is a quantitative research which is to study the demographic factors and purchasing decision making of fixed price products in department stores at Muang district Phitsanulok Province and to study marketing mix factors that affecting purchasing decision making of fixed price products in department stores at Mueang district Phitsanulok province. This research uses quantitative statistics by using questionnaires to collect data from 400 samples and analyze the data with the SPSS 17.0 program. The statistics used were frequency, percentage, mean, standard deviation, One Way ANOVA, Independent T-test, and multiple regression analysis. The results of the research revealed that most of the respondents were women, aged 20-29 years, with a bachelor's degree. Most of respondents are university student. Their monthly income is about 5,000-10,000 baht. Their spending for fixed price product is about 100-300 baht/a time. Different gender factors does not affect the purchasing decision making of fixed price product. For Service marketing mix factors affecting the purchasing decision making of fixed price product in department stores at Muang district Phitsanulok province includes price, product, personnel, process, physical evidence and the distribution channel as follow. For the factors of the purchasing decision process affecting the purchasing decision making of fixed price product in department stores Muang district Phitsanulok province includes purchase decisions, evaluation of alternative, Post Purchase Feeling and Problem or Need Recognition, it can be concluded that demographic factors , service marketing mix factors also factors of purchasing decision making that affects the purchasing decision making of fixed price product in department stores Muang district Phitsanulok province significantly.
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