THE FACTORS OF AFFECTING PURCHASING DECISIONS IN NEW NORMAL SOCIETY

Abstract

   The aim of this research study was to study demographic characteristics affecting purchasing decisions. and services in New Normal society and to study the relationship of marketing mix with the purchasing decisions of products and services in the New Normal society (New Normal). The research hypotheses are as follows: 1. Demographic factors such as gender, age, school year and educational campuses affect different purchasing decisions of products and services in the New Normal society.2. The marketing mix was related to the purchasing decisions of products and services in the New Normal society (New Normal). The sample was 150 students at Suan Sunandha Rajabhat University by a simple random sampling method. Descriptive statistics and inferential questionnaires were used as data collection tools.

   The result showed that The most were more females than males and the least were LGBTQ+. Most of them are 21-23 years old who are studying in the academic second level. It was found that most of the students were students of Suan Sunandha Rajabhat University (Bangkok) rather than Suan Sunandha Rajabhat University (Nakhon Pathom Campus). When used to test the hypothesis to study the differences in demographic characteristics affect  the purchasing decisions of products and services that are not different except for the academic second level only with a significant difference of 0.01 and marketing mix was significantly related with purchasing decisions in New Normal society at 0.01 level.