Marketing Mix Factors Influencing Buying Decision Process for Thai Traditional Woven Fabric of Consumers in Nakhon Ratchasima Province
Keywords:
Marketing Mix, Buying Decision Process, Thai Traditional Woven FabricAbstract
This quantitative research examined the influence of four marketing mix factors—product, price, distribution channel, and promotion—on the decision-making process for purchasing Thai local woven fabric products in Nakhon Ratchasima Province. The study involved a sample of 385 Thai consumers residing in the province who had previously purchased local woven fabrics. Data were collected using a questionnaire, and analyzed through frequency, percentage, mean, and standard deviation, as well as hypothesis testing and multiple regression analysis. The findings revealed that all four marketing mix components significantly affected consumers’ purchasing decisions at the 0.05 statistical significance level. Together, these factors explained 81% of the variance in purchasing decisions, while the remaining 19% was attributable to other variables not included in the model. The raw-score prediction equation was Z = 0.473(X2) + 0.360(X4)
+ 0.161(X1) + 0.070(X3) (X1 = Product, X2 = Price, X3 = Distribution Channel, X4 = Promotion). The results provide valuable implications for Thai local weaving groups and related entrepreneurs. The recommendations for business development including: (1) setting prices that align with product quality and market competition; (2) enhancing promotional efforts through both online and offline media, organizing promotional activities and developing knowledgeable sales representatives, designing products with attractive colors ; (3) intricating patterns, and unique designs inspired by local heritage; and expanding both online and offline sales channels; and (4) providing storefronts and direct-from-source purchasing options.
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