A Study of the Relationship between Marketing Mix and Purchasing Decisions of Bottled Water in Khon Kaen Province

Abstract

          The objectives of this study were 1) to study the opinions of consumers towards bottled water in Khon Kaen province and 2) to study the relationship between marketing mix factors and purchasing decisions of bottled water in Khon Kaen province. The data were collected via questionnaires (400 samples) and analysed by descriptive statistics. The relationship between factors was analysed by chi-square test.
          The results revealed that opinions toward marketing mix were at a high level on all factors. Relationship between marketing mix factors and purchasing decision for bottled water in Khon Kaen province showed that distribution channel factor had the most influence on purchasing decision of bottled water with a mean of 4.28 (SD= 0.89). Followed by product factor which was found to have a mean of 4.23 (SD = 0.87), price factor with a mean of 4.20 (SD= 0.93) and promotion factor with a mean of 4.0 (SD = 1.03), respectively. Moreover, the results revealed that different bottle patterns influence purchasing decisions differently. From the samples presented to sample groups, product, price, and promotion factors of bird pattern bottled were correlated with purchasing decisions at a statistically significant level (P< 0.05). Consequently, the bird pattern bottled has a higher frequency of purchasing decisions than floral and nautical bottle patterns.