Online Marketing Mix Factors Behavior and Decision-Making Process of Consumer on Via Digital Channels
Abstract
The purpose of this research was to study Personal factors Marketing mix, behavior, and comparison of personal factors with marketing behavior mix and process for making beauty product purchase through digital channels. By using the research instruments as a Questionnaire, the samples were 385 people. The statistics used for data analysis were percentage, mean, standard deviation. Hypothesis testing, t-test, One-way ANOVA, LSD pair comparison.
The results of the research showed that Most of the personal factors were female, 30-39 years old, single status, bachelor degree level. Job Private company/General employment Monthly income 20,001 - 30,000 baht Marketing mix factors In overall, at a high level Having considered as the most each aspect of the distribution channel. Next to the price Least product. Purchasing decision, the buying behavior in the overview is at a high level. Most emotional online Followed by the least efficiency of information, continuity. Purchase decision process in overall, at a high level the most in evaluating alternatives Second, the purchase decision Minimal search and test the hypothesis to compare different personal factors with marketing mix factors regarding age, education level, occupation, monthly income Behavior and buying process were different in all aspects at the statistical significance level. of .05
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