Consumer behavior and marketing mix affecting purchasing decisions of members of the Muang Laplae Agricultural Cooperative Store, Ltd., Uttaradit Province

Abstract

This article aims to study (1) the purchasing behavior of cooperative members; (2) examine the significance of marketing mix factors and purchasing decisions; and (3) investigate consumer behavior and marketing mix elements that affect purchasing decisions among members of the Muang Laplae Agricultural Cooperative Store, Ltd. A simple random sampling method was used to select a sample of 382 participants. Data were collected through questionnaires, and the data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis. The result of the study found that most purchasers were ordinary members who primarily bought fertilizers. The main reason for purchasing was the dividend refund. Members made purchase decisions on their own, typically between 08:01 AM and 12:00 PM. The most frequently visited branch was Phai Lom, with purchases made 2–4 times per month. Respondents rated the overall importance of the marketing mix at a high level, with the highest rating given to distribution channels, followed by product, price, and promotion, respectively. The overall rating of purchase decision-making was also high, with decision-making rated the highest, followed by need recognition, evaluation of alternatives and post-purchase behavior. The analysis results found that consumer behavior that influences the decision to purchase products is the purchaser and the branch visited. Multiple regression analysis at the .05 significance level showed that the marketing mix significantly affected purchasing decisions and could jointly predict 80.5% of the purchasing decision behavior of cooperative members. The most influential variable is marketing promotion. Therefore, management should organize sales promotion activities, adjust promotions to be more interesting, organize product discount promotions according to the festival, and emphasize public relations to inform members thoroughly through online media, Line groups, or Facebook Fanpages.