Marketing Mix Factors, Values, and Trust Influencing People' Decisions to Consume 7-11 Boxed Rice in Bangkok and Suburb

Abstract

The objective of this study is to study marketing mix factors, values, and trust influencing people' decisions to consume 7-11 boxed rice in bangkok and Suburb.  The sample group is the consumers in Bangkok and its vicinity who have bought 7-11 lunch boxes by using questionnaires as this study tool.  The statistics used were frequency, percentage, mean, standard deviation, and multiple regressions.  The results showed that values and trust affect the decision to buy 7-11 boxed rice among the population in Bangkok and its vicinity at the statistical significant level of .05.   For marketing mix factors, it was found that it did not affect the decision to buy 7-11 boxed rice among the population in Bangkok and its vicinity.