A Structural Equation Model of Consumer Behaviour Towards Honey Products: A Case Study of Phayao Province
Keywords:
Structural equation model, Marketing mix, Honey products, Purchased decisionAbstract
The purpose of this research is to study an influence of marketing mix on purchase behavior towards honey products in Phayao province. Questionnaires were used to collect data via online surveys from the unknown number of samples who had the experience of purchasing honey products. A convenience sampling technique was applied to randomly select a group of samples. The data of 403 completed questionnaires were analyzed by a structural equation model (SEM). The results demonstrated that the model presented a goodness-of-fit model with measured values of /df = 2.53, AIC = 978.34, BIC = 1037.21, CFI = 0.98, TLI = 0.96, RMSEA = 0.06 which were reasonably consistent with the empirical data. The path analysis result illustrated that marketing factors directly influencing consumer behavior in purchasing honey products consist of product attributes, packaging, price, and promotion, while the role of place in 4Ps of marketing mix did not influence consumers’ purchase decision. However, place could work with other related factors to influence the interest in honey products and consumers’ purchase decision. In terms of academic literature, this research demonstrated that marketing mix still had a significant influence on consumers’ purchase decision towards honey products.
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