MARKETING MIX AFFECTING DECISION TO PURCHASE THAI NOVELS IN BANGKOK AREA

Abstract

The objectives of this research were to study marketing mix affecting decision to purchase Thai novels in Bangkok area, to study demographic characteristics, including gender, age, educational level, average monthly income, occupation, and marital status affecting decision to purchase Thai novels in Bangkok area, to compare the level of significance of marketing mix affecting decision to purchase Thai novels in Bangkok area and purchase behaviors for Thai novels in Bangkok area. With unknown population size, W.G Cochran’s formula was used to determine total sample size, which was 385. The research instrument was the questionnaire. Data were analyzed through statistical program. The statistics used in this study included percentage, arithmetic mean, standard deviation, t-test and One-way ANOVA. The results of this study found that: In terms of the sample’s opinion towards marketing mix affecting decision to purchase Thai novels, Product side At the highest level of comment Secondly, the distribution channels, price and promotion, respectively. Consumers with demographic characteristics including educational level, average monthly income, occupation and marital status is different. Give priority to marketing mix affecting decision to purchase Thai novels is different with the statistical significance of 0.01-0.05. Behaviors of purchasing Thai novels including purchase stimulators, purchase frequency, and cost influenced the decision to purchase Thai novels with statistical significance level of 0.05.