Marketing Mix Factors Affecting Decision to Purchase Stainless Steel Cookware Set of T.P.A. Home Kitchen and Food Co., Ltd. of Consumers in Samut Prakan Province

Abstract

          The research aims at study in, 1) the level of importance of marketing mix in the decision to purchase stainless steel kitchenware set of T.P.A. Home Kitchen and Food Co., Ltd. of consumers in Samut Prakan Province, 2) the level of decision making to purchase stainless steel kitchenware of T.P.A. Home Kitchen and Food Co., Ltd. of consumers in Samut Prakan Province, and 3) marketing mix factors affecting the decision to buy stainless steel kitchenware set of T.P.A. Home Kitchen and Food Co., Ltd. of consumers in Samut Prakan Province. This research is a quantitative research. The sample was 271 customers of T.P.A. Home Kitchen and Food Co., Ltd. in Samut Prakan Province using purposive sampling. The research tool was 5 point Likert scale questionnaire with a confidence value of 0.83. The statistics used in data analysis were frequency, percentage, mean, standard deviation and stepwise multiple regression analysis.
          The results showed that 1) the level of importance of marketing mix in the purchase decision of stainless steel kitchenware set of T.P.A. Home Kitchen and Food Co., Ltd. of consumers in Samut Prakan Province was at a high level, 2) the level of decision-making to buy stainless steel kitchenware set of T.P.A. Home Kitchen and Food Co., Ltd. of consumers in Samut Prakan province as a whole was at a high level, and 3) the marketing mix factors including product, prices, distribution channels, marketing promotion processes and the physical environment had impacts on the decision to buy stainless steel kitchenware set of T.P.A. Home Kitchen & Food Co., Ltd. of consumers in Samut Prakan Province which was statistically significant at the 0.05 level. All 7 factors together could predict the discrepancy in the decision to buy a stainless steel cookware set at 81.57 percent.