Marketing Strategies Affecting Purchasing Decision of Fried Seafood

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Wiwat Jankingthong


The purposes of this research are to study 1) consumer behavior towards the Fried sea bass skin, 2) marketing strategies affecting purchasing decision on Fried sea bass skin, and 3) compare marketing strategies on purchasing decisions of fried sea bass skin as classified by demographic factors and consumer behavior. The accidental sampling technique was applied to draw 400 research participants from consumers who purchased Fried sea bass skin. Data were collected by using a questionnaire. Statistical procedures employed in the data analysis were percentage, mean, standard deviation, and F-Test. The results of this research revealed that consumers’ major objective of purchase is for eating. The frequency of purchasing is more than 4 times per week. Consumers usually buy products during 10:01 am. to 1:00 pm. In terms of
marketing strategies affecting purchasing decisions of fried sea bass skin, results show a moderate level for all aspects, except that the promotion factor was at a high level. Meanwhile, age, monthly income, frequency of purchasing, purchasing volume, and places of buying had different effects on the purchasing decision of fried sea bass skin.


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Jankingthong, W. (2019). Marketing Strategies Affecting Purchasing Decision of Fried Seafood. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 37(3), 45–57. Retrieved from
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