Consumer Purchasing Behavior of Pomelo through Social Media Across Generations: A Case Study of ABC Facebook Fanpage
Article Sidebar
Main Article Content
Abstract
The purpose of this research was to analyze the differences in consumer purchasing behavior of pomelo, segmented by generations, and to examine how various marketing mix factors influenced their choices when using social media services for purchasing. The data was collected using a questionnaire from 400 samples who had bought products through ABC Facebook Fanpage and mean, percentage, and analysis of variance (ANOVA) were used to analyze the data. The results showed that the subjects had different marketing behaviors. Generation-B had the overall mean at a high level (= 3.18), Generation-X had the overall mean at a high level (
= 4.28), Generation-Y had the overall mean at a high level (
= 4.42), and Generation-Z had the overall mean at a high level (
= 4.13). When comparing the differences in marketing behavior among consumers of different generations, it was found that the various generations exhibited similar behaviors related to the marketing mix.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The Editorial Board claims a right to review and correct all articles submitted for publishing
References
Angkananon, K. and T. Howongsakul. 2021. Online marketing guidelines for One Tambon One Product via Facebook. Journal of Management Sciences, Suratthani Rajabhat University 8(2): 171-202. (in Thai)
Aunyawong, W. 2015. Types of digital marketing tactics affecting expected benefits: A case study of B2C businesses in Bangkok. Journal of Logistics and Supply Chain College, 1(1), 43-56.
Aunyawong, W., P. Waiyawuththanapoom, N. Setthachotsombut and T. Wisedsin. 2020. Roles of 7R logistics management and consumer satisfaction on marketing performance of local bottled water SMEs in Thailand. Test Engineering and Management Journal 83, 12220-12229.
Chantarasiri, A. 2021. 7Ps Marketing: Unpacking 7 factors marketing strategy formula that helps marketers. (Online). Available: https://contentshifu.com/blog/7ps-marketing-mix (January 15, 2023). (in Thai)
Chunsit, V. and R. Kiatpanont. 2021. Customer service chatbot design to support market expansion through digital marketing: A case study of Formula TKD Co., Ltd. Rajabhat Maha Sarakham University Journal 15(3): 107-120. (in Thai)
Damjub, W. 2019. Social media for teaching and learning in the 21st century. Journal of Liberal Arts, Maejo University 7(2): 143-159. (in Thai)
Hengboriboon, S., A. Tattawasart and S. Jarernsiripornkul. 2016. Marketing strategy planning to increase sales of Lala frozen lime juice, KhonKaen Muncipality, Khonkaen Province. MBA-KKU Journal 9(2): 158-179. (in Thai)
Hiranphaet, A., T. Sooksai, W. Aunyawong, K. Poolsawad, M.R. Shaharudin and R. Siliboon. 2022. Development of value chain by creating social media for disseminating marketing content to empower potential of participatory community-based tourism enterprises. International Journal of Mechanical Engineering 7(5), 431-437.
Keandoungchun, N., K. Donkwa and S. Wichitsathian. 2018. The generation Y consumer behavior of goods purchasing via social media. Veridian E-Journal, Silpakorn University (Humanities, Social Sciences and Arts) 11(1): 561-577. (in Thai)
Kerdpitak, C., W. Aunyawong, W-H. Yen and S. Chantranon. 2022. Effect service innovation stimulus, employee engagement, and service innovation on marketing performance of pharmacy retail business in Thailand. Journal of Positive School Psychology 6(5), 2224-2233.
Likert, R. 1961. New Patterns of Management. McGraw-Hill, New York.
Narintrangkul Na Ayudhaya, C. and S. Srikanlayaniwart. 2020. Behavior and marketing mix factors affecting a decision making on purchasing brownie riceberry almonds of consumers in Phitsanulok. Journal of Management Science Pibulsongkram Rajabhat University 2(1): 38-50. (in Thai)
Ourgreenfish.com. 2022. Knowing consumer behavior strategically attracts your customers. (Online). Available: https://blog.ourgreenfish.com/master-blog/what-is-customer-behavior (January 15, 2023). (in Thai)
Phrapratanporn, B., C. Thanitnan, D. Thanitnan, D. Rungsawanpho, W. Aunyawong, and N. Kochakasettrin 2022. Online purchase decision on consumer goods in the context of the service value of third-party logistics service provider. Journal of Optoelectronics Laser 41(4), 79-84.
Rovinelli, R. J. and R.K. Hambleton. 1997. On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research. 2, 49-60.
Sooksai, T. 2019a. Factors of advantage creation for competitive electrical and electronics industries in central region of Thailand. (Online). Available: https://ieeexplore.ieee.org/document/8612352 (April 20, 2023).
Sooksai, T. 2023b. Satisfaction toward distribution channels of organic vegetables through social media on Facebook Fanpages: A case study of ABC organic farms. Journal of Community Development and Life Quality 11(2): 135-142. (in Thai)
Sooksai, T. and W. Aunyawong. 2020. Development guidelines for digital information storage and management of the supply chain tourism enterprises with community participation in Phatthalung. Journal of Logistics and Supply Chain College 6(1), 35-44.
Soonthornpipit, H., T. Kortana and W. Aunyawong 2021. Expansion opportunities of community enterprises in Thailand to China. Psychology and Education Journal 57(8), 86-97.
Technologychaoban.com. 2021. Nakornchaisri Oranges still available today but the real thing is a bit hard to find…must wait. (Online). Available: https://www.technologychaoban.com/news-slide/article_3618 (January 15, 2023). (in Thai)
Waiyawuththanapoom, P., P. Tiratittam, W. Aunyawong and V. Keerativutisest 2020. The impact of innovation related organizational climate and organizational performance: mediating role of innovative work behavior in Thailand. International Journal of Innovation, Creativity and Change 14(10), 774-794.
Wirapongpat, N., R. Choothong, T. Piamsuphakphong, C. Issalam, and P. Phakamach. 2021. Social media development guidelines for marketing communication in kaew tak' female career group products in Nakhon Chai Si district, Nakhon Pathom province. Journal of Liberal Arts and Management Science Kasetsart University 8(1): 53-67. (in Thai)
Yamane, T. 1973. Statistics: An Introductory Analysis. 3rd ed. Harper and Row, New York.
Yuyangyuen, M. and W. Aunyawong. 2023. Casual factors affecting supply chain performance of Thailand seafood manufacturers. Central European Management Journal 31(1), 125-132.
