The Purchasing Behavior and Marketing Mix Factors Affecting Consumer Buying of Seasoning Sauce in Songkhla Province

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Published: Feb 13, 2019
Keywords:
purchasing behavior marketing mix seasoning sauce

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Prasit Rattanaphan

Abstract

The purposes of this research are to (1) study the behavior of purchasing for Seasoning Sauce, (2) study the marketing mix factors that affect the consumer buying of Seasoning Sauce,and (3) study the relationship between behavior of purchasing and marketing mix factors that affect the consumer buying of Seasoning Sauce. This research is quantitative research. The data was collected by questionnaire from 400 consumers in Songkhla Province who bought seasoning sauces. The results shows that most consumers bought Seasoning Sauce at superstores example Tesco Lotus, Big C. The media which highly affect the consumer buying behavior is TV. The
consumers bought 200-400 grams of bottle 1-2 times per month, and spent 100 Baht per purchase. Price highly affects the consumer buying of Seasoning Sauce. The consumers focuses on the quality and standard of products. Finally, the results shows that media is negatively related to product and place. Frequency of buying is significantly related to price and promotion. The amount of purchases per time is significantly related to product, price, and promotion.

Article Details

How to Cite
Rattanaphan, P. (2019). The Purchasing Behavior and Marketing Mix Factors Affecting Consumer Buying of Seasoning Sauce in Songkhla Province. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 37(1), 14–25. Retrieved from https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/171952
Issue
Vol. 37 No. 1 (2017): January - March 2017
Section
Research Articles

ลิขสิทธิ์ของบทความ

ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน

 

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