The Influence of Attitude towards Marketing Mix on Consumer Purchase Decision for Preserved Pork Sausage Products in Bang Pa-in District, Phra Nakhon Si Ayutthaya Province

Abstract

The objective of this research was to study consumer attitude towards marketing mix in terms of 1. Product, 2. Price, 3. Place, and 4. Promotion and the influence of attitude towards marketing mix on consumer purchase decision for preserved pork sausage products in Bang Pa-in District, Phra Nakhon Si Ayutthaya Province. This study was a quantitative research. Data were collected from a questionnaire. The sample of this study was 385 consumers who have ever consumed preserved pork sausage and lived in Bang Pa-in District. The sample was selected based on a simple random sampling. Later a convenience sampling was used as the sampling method. Data were analyzed using descriptive statistics. Multiple Regression Analysis was used to determine the relationship between variables
and to test the set hypotheses.
The results of this study indicated that attitude towards marketing mix ( Product, Price, Place, and
Promotion) did not influence consumer purchase decision for preserved pork sausage products in Bang Pa-in District,
Phra Nakhon Si Ayutthaya Province. This was possibly because marketing mix strategies were designed in similar
manner as other brands, resulting in lower level of consumers’ participation and purchase decision. Consumers mostly
bought the products due to familiarity as well as all brands had similar marketing mix model.