Factors Influencing Purchase Decisions of Uht Milk Products in the Bangkokyai, Bangkok

Abstract

          The objectives of this research were 1) to determine marketing mix factors using in purchase decisions of consumers of UHT milk products in the Bangkokyai District , Bangkok,  2) to study the UHT milk products purchase decision in the Bangkokyai District , Bangkok, 3) to study the marketing mix factors affecting decisions to purchase UHT milk products of consumers in the Bangkokyai District, Bangkok. This research was a quantitative research using a questionnaire of five-level scale with a reliability of 0.98 as the research tool.  The sample group was 271 consumers of UHT milk products in the Bangkokyai District, Bangkok, the sample size of which was calculated by the Cochran Formula (Accidental Sampling),  while the statistical methods using for data analysis were percentage, frequency, average, standard deviation and multiple  regression analysis. The research findings showed that 1) consumers in Bagkokyai District of Bangkok made use of marketing mix in their decisions to purchase UHT milk products overall at a high level. When considered each component individually, it was found that all the components were at  high level, the average of which can be ranked from the highest to the lowest average point  as follows; Product, Promotion, Place, and Price, respectively, 2) consumers in the Bagkokyai District, Bangkok, made purchase decisions for UHT milk products overall at the highest level and, 3) the mix marketing factors impacting the purchase decisions of consumers of the UHT milk products in the Bangkokyai District, Bangkok were;  Product, (X1) Promotion (X4) and Price  (X2), with a statistical  significance at the level of 0.05, whereby the three factors can explain the statistical errors  of  UHT milk product purchase decisions at 57.90%.