ส่วนประสมการตลาดที่มีผลต่อลูกค้าในการตัดสินใจซื้อเคมีเกษตรจากร้านจำหน่ายเคมีภัณฑ์ทางการเกษตรในอำเภอแม่ริม จังหวัดเชียงใหม่

Abstract

This study aims to investigate the marketing mix factors influencing customers' decisions to purchase agricultural chemicals from agricultural supply stores in Mae Rim District, Chiang Mai Province. Data were collected from a sample of 400 consumers who had previously purchased agricultural chemicals from these stores, selected through convenience sampling. A questionnaire was employed as the data collection tool. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, such as t-test and F-test (ANOVA), to compare different groups. The findings revealed that the overall marketing mix factors were highly significant in influencing the decision to purchase agricultural chemicals, with an average importance rating of 4.17. Each element of the marketing mix was rated as highly significant, ranked from highest to lowest average score as follows: product (4.43), distribution channels (4.40), process (4.37), physical evidence (4.23), price (4.07), people (4.04), and promotion (3.86). Furthermore, the comparison of marketing mix factors among consumers with different personal characteristics showed that differences in gender, age, annual income, and affiliation with agricultural occupational groups significantly influenced purchasing decisions at the 0.05 level. Additionally, the comparison of importance in purchasing decisions among those growing different types of crops, with varying farm sizes, purchase frequency, and budgets per transaction also showed significant differences at the 0.05 level.