Attitudes and Marketing Mix Affecting the Decision to Buy House Brand Products from Tesco Lotus of Consumers in Songkhla Province
Keywords:
Attitude, Marketing Mixes, Purchasing Decision, House Brand ProductsAbstract
This research objectives were to study the factors of consumers' attitude towards house brand products from Tesco Lotus, Songkhla province that affect their purchasing decisions (1), and to study the marketing mix factors affecting the decision to buy house brand products from Tesco Lotus of the consumers in Songkhla province (2). The sample group was 330 people in Songkhla province who bought house brand products from 3 branches namely Songkhla branch, Hat-Yai branch and Hat-Yai 2 branch. The questionnaire was used for data collection. The data were analyzed using SPSS software package. Descriptive statistics including frequency, mean, percentage and standard deviation were performed for data analysis.The analysis of inference statistic used was multiple regression. The results from hypotheses tested found that factors affecting the decision to buy house brand product from Tesco Lotus in Songkhla Province at statistical significance level 0.01 included knowledge, place and promotion. The price factor also affected at statistical significance level 0.05. However, this research also found that feeling, behavior and product factors had no effect on the decision to buy house brand products. Tesco Lotus should emphasize the price and provide new promotion campaigns to appeal customers’ attention and buy product continuously.
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