Marketing Mix Factors Influencing Consumers Purchasing Decisions of Air Conditioners in Mueang District, Chiang Mai Province

Abstract

The purpose of this research is to study (1) the marketing mix factors (7Ps) and the purchasing decisions of consumers regarding air conditioners in Mueang District, Chiang Mai Province, and (2) the marketing mix factors that influence the purchasing decisions of consumers in Mueang District, Chiang Mai Province. The sample used in this study consists of 400 respondents who have purchased or plan to purchase an air conditioner within the next six months and reside in Mueang District, Chiang Mai Province. The research instrument used was a questionnaire, which had a reliability value (Cronbach’s Alpha) of 0.95. The statistical methods used for analysis included descriptive statistics, frequency, percentage, mean, standard deviation, and inferential statistics through multiple linear regression analysis using the Enter method. The study results indicated that (1) the marketing mix factors and the decision-making process overall were of the highest importance. When considering each aspect, the highest average was found in the evaluation of alternatives, followed by the purchasing decision, post-purchase behavior, awareness of problems or needs, and the lowest average was in information search, respectively. (2) The marketing mix factors that significantly influenced the purchasing decisions of consumers in Mueang District, Chiang Mai Province, were the process, price, promotion, product, and physical characteristics, in that order, with statistical significance at the 0.05 level. The findings of this research can be used as a guideline for developing marketing strategies to increase sales for businesses and enhance consumer satisfaction.