Consumer Behavior and Marketing Mix Factors Influencing Purchase Decision Souvenir Consumer Products in Chachoengsao Province

Abstract

This Independent study is objective for (1) To study the demographic ,consumer behavior factors and marketing mix factors related to the purchase decision of souvenirs consumer products in Chachoengsao Province. The target population used in this study was the consumer who had bought souvenirs consumer products in Chachoengsao Province, which was infinite population. Therefore, a group sampling of 400 people was implemented. A survey was used to collect information. To analyze the data, the method of descriptive statistics, which included frequency, percentage, mean, standard deviation, and the method of inferential statistics, which was composed of T-test, One Way Anova (F-test) and multiple regression analysis, were conducted.
The study found that the majority of the respondents of (1) The demographic factors including gender and age, which influenced people to make the purchase decision of souvenirs consumer products in Chachoengsao Province, had statistical power of 0.05. (2) The consumer behavior factors composed of objectives and frequency, which influenced people to make the purchase decision of souvenirs consumer products in Chachoengsao Province, had statistical power of 0.05. (3) The marketing mix factors including products, pricing and promotion, which was related to the purchase decision of souvenirs consumer products in Chachoengsao Province, had statistical power of 0.05. The most influential factors were products and promotion and the least influential factor was pricing. They had predictive power of 43.70%.