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Abstract

The purpose of this independent study was to study the Marketing Mix that influences consumers in making a decision to use the night market service at Rin Kham Intersection Night Market, Mueang Chiang Mai District by using 4P's Marketing Mix concept consisting of Product, Price, Place and Promotion. A questionnaire was used as a tool to collect data from consumers living in Chiang Mai who used to go to night market at Rin Kham Intersection Night Market, Mueang Chiang Mai District. From a sample of 300 people, data were analyzed by using Descriptive Statistics which consisted of Frequency, Percentage and Mean. The study found that most of the respondents were female, aged 20-25 years old, a group of students with an average monthly income less than or equal to 10,000 baht and holding a bachelor's degree. Most of the sample chose to buy products at the Night Market by the information they heard from the people who have used the service before. Mostly purchased food and beverages. The frequency of the visit was more than once a month. With an average purchase of value was 100-200 baht. The popular time to use the service was around 6:00-8:00 p.m., most of which come to use the service on Fridays and prefer to come with friends. They made the decision to use the service by themselves. They also like to review the service after used. The reason for choosing the service was the location near home, work place and institution. Overall, the Marketing Mix that influences consumers in making the decision to use services at Rin Kham Intersection Night Market, Mueang Chiang Mai District affected the decision-making at a high level. The factors influencing decision-making at the highest level, ranked by mean were: Product, Place, Price and Promotion, respectively. For Product factor. Overall, it influenced decision-making at a high level. The sub-factors influencing decision-making at the highest level was the cleanness of products. The sub-factors that had influence on decision-making at a high level was the good image, the reputation and good quality of products. For Price factor, the overall picture had a high level of influence on decision making. The sub-factors influencing decision-making at a high level was the price of the products was shown clearly. The price was reasonable and a variety of price ranks. For Place factor. In overall, it had a high level of influence on decision-making, with the sub-factor influencing decision making at the highest level being the location was convenient for traveling to use the service, located in the community. And the store had interesting decorations and product display. For Promotion factor. In overall, it influenced decision-making at a high level. The sub-factors influencing decision-making at a high level were organizing activities according to each festival. The sellers can give advice about the products and have public relations through online media, respectively. When testing the differences in Marketing Mix factors that influence the decision to use the service at Rin Kham Intersection Night Market, from different respondents according to the location, The cost of purchase per time and age, were found to be different in some sub-factors at the significance level of 0.05.