MARKETING MIX FACTORS INFLUENCING THE PURCHASING DECISION OF STICKER ON SMALL AND MEDIUM ENTERPRISES IN BANGKOK, THAILAND

Abstract

Marketing mix factors influencing the purchasing decision of stickers on small and medium enterprises in Bangkok, Thailand. Research objective aims to 1) Learning the purchasing decision of stickers on small and medium enterprises. 2)  Learning marketing mix factors influencing the purchasing decision of stickers on small and medium enterprises. 3) Learning relationship of marketing mix factors with the purchasing decision of stickers on small and medium enterprises. Sample group for this research consisted of 400 small and medium enterprises. Non-Probability Sampling was used to determine quota of 200 small and medium enterprises which are current customers of sample company who were purchase stickers and 200 small and medium enterprises which are not current customers of sample company who were purchase stickers around Bangkok, Thailand. Research tool was questionnaire using statistical analysis included frequency, percentage, mean, and standard deviation. Linear Regression was used to test association. Descriptive analysis indicates that respondent profile (of highest percentage) consisted of male, 30 - 40 years old, bachelor degree graduate, THB10,000 - 20,000 (USD300 to 600) as average income. Business type is company limited. The category is production. And employ less than 25 workers. Sample group purchases stickers by its value if it can make the product more valuable which they find the printing house on the internet. However, the stickers are good quality as required and they will buy the stickers with aftersales service such free printer repair and will repeat purchase if they pleased by aftersales services. Small and medium enterprises have the most important purchasing decision in overall. Results reveal that product factor exerts greatest influence on purchasing decision, followed by price, and promotion. But place factors are not influence purchasing decision.