Marketing Mix Affecting Furniture Purchase Decisions of Customers in Muang District, Chachoengsao Province

Abstract

        The objectives of this research were 1) to study personal factors affecting furniture purchasing decisions of consumers in Muang District. 2) to study furniture purchasing behavior affecting the furniture purchase decision of consumers in Muang District, Chachoengsao Province 3) to study marketing mix affecting furniture purchase decision of consumers in Muang District, Chachoengsao Province Chachoengsao The population in this research is the consumer in Muang District Chachoengsao Province both male and female interested in buying furniture which the number of the population is unknown. The exact proportion of the population is unknown. Cochran, W.G. (1977, p.25) used a formula to determine the sample size of 400 people using the proportional stratified random sampling method. The tool used to collect data is a questionnaire: statistics, percentage, mean, and standard deviation analyzed data. The hypothesis was tested using t-test, one-way ANOVA and multiple regression analysis.

           The results revealed that 1) personal factors are female payable age and occupation income per month. The time-consuming module contains the procedure for requesting furniture in the Mueang Chachoengsao District. Compare Statistical significance at the .05 level. 2) Buying behavior of furniture Objectives for purchasing: Types of furniture used to buy furniture from cost, method of payment, influential person The data source used to search for different information had the decision to buy furniture of consumers in Muang District, Chachoengsao Province, were different at statistical significance at the .05 level and 3) the marketing mix that affected the decision to buy furniture in Muang District, Chachoengsao Province was marketing promotion. The distribution channels' product side and price are statistically significant at the .05 level.