EXPERIENTIAL MARKETING FACTORS THAT INFLUENCE DECISION-MAKING IN THE PURCHASE OF OTOP FABRIC AND APPAREL IN THE PROVINCES OF PHAYAO.
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Abstract
The objectives of this study were 1) to study the experiential marketing factors that influence decision-making in the purchase of OTOP fabric and apparel in the province of Phayao, and 2) to study the guidelines experiential marketing factors that influence decision-making in the purchase of OTOP fabric and apparel in the province of Phayao. This research was the quantitative research. Select a simple random sampling by collecting data from 385 people who have used or purchased OTOP fabric and apparel in the provinces of Phayao,. The data was collected by questionnaires and the data analysis was used percentage, mean, standard deviation, and multiple regression.
The research findings indicate that 1) The statistical significance level was at the highest level. From the level of significance (Sig.) and the coefficient in the standard score, it was found that the experiential marketing factor based on feel, followed by sense experience marketing , the third factor was experiential marketing factors from act, and the fourth factor was the experiential marketing factor from the relate respectively. The results were able to predict 56.2% of Factors that Influence Decision-Making in the Purchase of OTOP Fabric and Apparel in the Provinces of Phayao with significance (Sig.) at 0.05. and 2) the guidelines experiential marketing of OTOP fabric and apparel products in the provinces of Phayao were as follows : 1) sense marketing strategies; 2) marketing strategies based on feel; 3) marketing strategies from act; and 4) marketing strategies from the relate.
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