Marketing Factor that Affects the Decision to Consume Tilapia Fish from Ubon Ratchathani Province

Abstract

This research has the objective to study marketing factors that affect the decision to purchase processed tilapia products. Ubon Ratchathani Province This research is a quantitative analysis. The sample group is a group of 400 consumers of processed tilapia products in Ubon Ratchathani Province used convenience sampling. The tool used is a questionnaire. Statistics used include descriptive statistics including frequency distribution, percentage, arithmetic mean. and standard deviation Regression Multiple Regression. The research results found that Respondent Most are female. Marital status. Age 41-50 years. Educational level. Bachelor's degree. Occupation: Civil servant/state enterprise. Average monthly income 15,001 - 20,000 baht. Marketing factors that affect the decision to purchase tilapia products. Ubon Ratchathani Province The overall picture is at a high level. When considering each aspect in order from most to least as follows, the most important aspect is the price aspect, followed by the marketing promotion aspect. Distribution channel and products, respectively, with consumers giving importance to Products that are cheaper than competitors Products are publicized online. The place where products are sold is convenient for traveling. and the products are of good quality and taste.