Incentives and marketing mix that influence product purchase decisions Ceramics of Lampang Province

Abstract

The objective of this research is to study Incentives and marketing mix that influence product purchase decisions ceramics of Lampang Province. Is an exploratory research by using a questionnaire. The sample group used in the study consisted of 400 people. The statistics used were descriptive statistics, mean, percentage, standard deviation and inferential statistical analysis multiple regression analysis and multiple correlation analysis. The results showed that most of the consumers are female are between 20-30 years old. Most of the monthly income is 10,000 – 20,000 baht and most occupations are private employees. Most of the ceramic products that are most often purchased are kitchen equipment. The cost of purchasing ceramic products each time is 100 – 500 baht. The comments section on the motivation of consumers in choosing to buy ceramics at a high level (=4.07). When analyzing each aspect, it was found that the aspect with the highest average was emotional motivation (=4.09), followed by rational motivation (=4.05). Comments on the overall marketing mix at a high level (=4.09). When analyzing each aspect, it was found that the factors with the most average values were Place (=4.25), prices (=4.09), products (=4.05), and promotions ( =3.98).