MARKETING STRATEGY AND CONSUMER PURCHASING INTENTION
Article Sidebar
Main Article Content
Abstract
The objective of this research are to study the relationships between marketing strategy and purchasing intention. The researchers developed conceptual framework and variables form the concepts and theories of academics. The questionnaire was design and form these variables and collected 370 respondents of the volunteer customers of coffee house in Ubon Ratchathani province. Mean and Pearson correlation were used to analyze the usable data. The research results found that marketing strategy related significantly in the same directed to purchasing intention at r= .17 (Sig .01). Besides, the results also contributed additionally that the results of marketing strategy and the elements of purchasing intention related in the same direction and conversely no significant at .01 and .05
Article Details
References
อุไรวัลย์ ไตรจันทร์. (2556). แฟรนไชส์ชาพะยอมต้นตำรับชาแท้100% สอนสูตรชงด้วย
เจ้าของแบรนด์โดยตรง สืบค้นจาก http://www.smeleader.com/chapayom
Booms, B. H., &Bitner, B. J. (1981). Marketing strategies and organization
structures for service firms. In J.H. Donnelly & W.R. George (Eds.), Marketing of services (pp. 47-51). Chicago, IL: American Marketing Association.
Chang, H.H. & Wang, H. (2011). The moderating effect of customer perceived
value on online shopping behavior. Online Information Review, Vol. 35 No. 3, pp. 333-359.
Chang, W., & Taylor, S. A. (2016). The effectiveness of customer participation in
new product development: A meta-analysis. Journal of Marketing, 80(1), 47–64.
Goldsmith, R. E. (1999). The personalised marketplace: Beyond the 4Ps.
Marketing Intelligence & Planning, 17, 178-185, doi:10.1108
/02634509910275917
McCarthy, E. J. (1960). Basic marketing. Illinois: Richard D. Lewin.
Purintraphiban, S. & Poonpaerdchon, S. (2020). Effect of tea processing on
quality and antioxidant properties of gac fruit peel tea, RMUTSB Acadi. J. 8(1), 28-38.
Surachetpong, S. & Jariengprasert, N. (2015). Consumer expectation towards
marketing mix affecting of coffee shop in Muenag district SamutSongkram Province, Acc-Ba, Journal, 1(4), 387-403.
