Factors Affecting Consumer Purchasing Decision or Frozen Food in Nakhon Pathom

Abstract

This research aimed to (1) To study frozen food purchasing and consumer behavior in Nakhon Pathom      (2) To study the factors of marketing IMC factor Affecting purchasing decisions and consuming frozen food of consumers in Nakhon Pathom. (3) To study frozen food purchasing and consumption decision of consumers servicescape in Nakhon Pathom The sample used in the research was 404 persons in Nakhon Pathom, using questionnaire was used as a tool for data collection. The statistics used in the analysis were frequency, percentage, mean and standard deviation using multiple regression statistics. The results of hypothesis testing showed that consumers for the marketing IMC factor It Public relation. And The factor is Servicescape in connect with the facility signs symbols and artifacts.