Marketing Factors Affecting Decision Making of the Food Shop Owners in Ubon Ratchathani to be the Distributors of the Products of Thai Namtip Co., Ltd.

Abstract

This research aimed to study marketing factors affecting decision making of the food shop owners in Ubon Ratchathani to be the distributors of the products of Thai Namtip Co., Ltd. The samples were 250 food shop owners distributing the products of Thai Namtip Co., Ltd.They were randomized by stratified random sampling. The research instrument was a five-rating scale questionnaire. The statistics were percentage, mean, standard deviation, and multiple regression analysis.

            The research findings showed that the predictive variables used to predict factors affecting decision making of the food shop owners to be the distributors of the products of Thai Namtip Co., Ltd. consisted of three variables. They were organized according to the important priority as follows: operation processes, the personals, and the marketing promotion. These variables were used together with the marketing factors affecting the decision making of the food shop owners to be the distributors of the products of Thai Namtip Co., Ltd. by 54.50 %.