MARKETING MIX FACTORS INFLUENCING ONLINE PURCHASE DECISION AT COCONUK STORE

Abstract

The objective of this study was to explore the impact of demographic factors, consumer behaviors, and marketing mix elements on the decision-making process for purchasing products from Coconuk through online channels. The research involved a sample of 400 Coconuk customers, and data was collected using a detailed questionnaire. The analysis employed various statistical techniques, including calculating percentages, means, and standard deviations, performing one-way ANOVA, and conducting pairwise comparisons using the LSD method. The findings revealed that the majority of respondents were female, aged between 20 and 30 years, holding a bachelor's degree, single, and employed in the private sector, with an average monthly income ranging from 20,001 to 25,000 baht. Across all eight elements of the marketing mix, the impact was generally rated as high. Notably, demographic factors such as gender, education level, marital status, and occupation did not significantly influence the purchasing decisions. However, age was a factor in marketing promotions, while average monthly income affected perceptions of product, price, distribution channels, marketing promotions, and personnel. Based on these findings, several recommendations are made. It is suggested that Coconuk should expand its product variety, enhance its online promotional strategies, and increase focus on marketing promotions to better engage potential customers. Future research should incorporate qualitative methodologies to gain deeper insights into consumer behavior. Additionally, comparing Coconuk with other stores in the same category could provide valuable information for effective strategic marketing planning. Further investigation into customer needs is also recommended to better understand true market demands and align products with the preferences of target customer groups. This study not only provides practical insights for Coconuk in refining its marketing strategies but also offers foundational data that can be useful for other businesses and stakeholders in related sectors to develop strategies that address market demands and enhance competitive positioning sustainably.