ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการตัดสินใจซื้อทุเรียนแกะเนื้อจากห้างสรรพสินค้าในจังหวัดเชียงใหม่

Abstract

This study aims to study of Marketing Mix Affecting Customers Towards Purchasing Peeled Durian from Department Stores in Chiang Mai Province. The sample group was people who had previously purchased peeled durian. in the department store Chiang Mai Province, including Central Festival Chiangmai, Central Airport Plaza Chiang Mai, and Maya Chiang Mai within the past 1 year, a total of 385 samples. Convenience sampling was selected. Data were analyzed using descriptive statistics and inferential statistics, independent t-test and One way analysis of variance: ANOVA. The results of the study found that most of them were females, aged 21 - 30 years. Single status, occupation, employee of a private company, bachelor's degree, income 40,001 – 50,000 baht buy durian for personal consumption. The purpose of purchasing peeled durian is convenience in purchasing. Cost per time: more than 1,000 baht, more than 1000 grams. Purchase between 4:01 p.m. - 8:00 p.m. The date of purchase is uncertain. Department store that most buys peeled durian is Central Chiang Mai. The reason for purchasing from the said place is because Durian has good performance. Most durian varieties choose to buy the Monthong variety. Medium texture, just right, soft yellow color, sweet taste, moderate odor. The buyer is the most influential. Facebook is most influential social media. The Marketing Mix Influencing Customers Towards Purchasing Peeled Durian in Department Stores are found that price, place and promotion has the greatest impact, and product have the greatest impact on the decision. The analyzing according to the quantity of peeled durian purchased per time, it was found that there was a difference in the level of opinion towards the marketing mix in terms of place. Classified according to the cost of purchasing peeled durian per time It was found that place and promotion were difference in the level of opinion towards the marketing mix