Marketing Factors and Consumer Behavior Affecting the Decision to Purchase Koh Sukorn Watermelon in Palian District, Trang Province
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Abstract
This research aimed to investigate personal, market and psychological factors, and consumer behaviors in purchasing Ko Sukorn watermelons in Palian District, Trang Province. This study employed a quantitative research approach, collecting data through questionnaires from 449 consumers who had purchased Ko Sukorn watermelons. The data was analyzed using descriptive statistics. The results regarding personal factors affecting the purchasing decision revealed that most respondents were male residents of Trang Province, aged 25 years or younger, had an average monthly income of less than 8,000 Baht, and were familiar with Ko Sukorn watermelons. The findings related to marketing mix and psychological factors showed that, overall, these factors were rated at a high level. Specifically, distribution channels and pricing were the most influential factors (𝑥̅ = 4.52), followed by product and promotional factors, as well as psychological aspects, which were also influential at a high level (𝑥̅ = 4.46). Regarding consumer behaviors, the frequency of purchasing watermelons was between once every 1–5 days. The main factors influencing the purchasing decision were taste and price, with most consumers spending less than 100 Baht per purchase. The average weight of watermelons purchased was less than 2 kilograms. Most consumers bought watermelons from fruit markets. Additionally, consumers expressed interest in purchasing organic or safe watermelons if they were available, especially, if it was labeled as organic or safe products.
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