The Effect of Marketing Mix and Customer Satisfaction on Purchasing Decisions of Aromatic Coconut in Uttaradit Province

Abstract

This article aimed 1) to study the importance of marketing mix, customer satisfaction, and purchasing decision of aromatic coconut; and 2) to evaluate the customer satisfaction affecting purchasing decision of aromatic coconut. The Sample of this research was 385 people who have consumed some aromatic coconuts in Uttaradit. The research was statistically analyzed by percentage, mean, standard deviation, and multiple regression analysis. The research results were found as follows; in overall, the marketing mix of selling aromatic coconut in Uttaradit was highly important (=4.14). With considering in each aspect, the product had the highest mean (=4.27), place (=4.15), and promotion (=4.08). In terms of customer satisfaction in purchasing aromatic coconut, this research has found that it was highly important in overall (=4.21). With considering in each aspect, it was important in all aspects as well. The research has found that product value (=4.30), quality of product (=4.25), and customer expectation (=4.06), respectively. For purchasing decision of aromatic coconut, the study has also found that it was highly important (=4.10). The post-purchase evaluation had the highest mean (=4.21), then problem recognition (=4.13), and evaluation of alternatives (=4.12). The multiple regression analysis resulted in significance level of 0.05. In each aspect, it found that purchasing decision has influenced from marketing mix which were price, promotion, place, and product about 67.20%. In addition, purchasing decision was influenced by customer satisfaction in terms of product value, customer expectation, and quality of product at 53.70%