A Confirmatory Factor Analysis of Marketing Mix Factor for OTOP Inno-Life at Surin province

Abstract

This research aimed to study the important level of marketing mix factor affecting purchasing of OTOP Inno-Life at Surin province and to study confirmatory factor analysis of the marketing mix factor affecting purchasing of OTOP Inno-Life at Surin province. The sample was the people who was living in Surin province. There were 400 people which was collected by convenience sampling. The instrument of this research was a questionnaire which including marketing mix factor such as product, price, place, and promotion. The statistics for analyzing were descriptive which were mean and standardization and inference which were confirmatory factor analysis and structural equation model. The results found that the important level of marketing mix factor affecting purchasing of OTOP Inno-Life in total was good (= 4.03). Moreover, the result of studying second orders confirmatory factor analysis found that the factor of product had a highest factor loading in an indicator of a variety of types and styles of product. While the factor of price had a highest factor loading in an indicator of various price levels. Furthermore, the factor of place had a highest factor loading in an indicator of product manufacturing presenting and the factor of promotion had a highest factor loading in an indicator of sale promotion. Finally, the result of studying structural equation modeling found that he goodness of fit index met the standard values. There were Chi-square = 217.959, DF = 120, Chi-square/ DF = 1.816, GFI = 0.941, AGFI = 0.916, CFI = 0.952, RMSEA = 0.045. Moreover, the ordering marketing mix factor affecting purchasing of OTOP Inno-Life confirmed that the price at the first (b = 0.917), the place at the second, (b = 0.724), the product at the third (b = 0.729), and the promotion at the forth (b = 0.649).