RELATIONSHIP BETWEEN MARKETING MIX FACTORS AND PURCHASING DECISION BEHAVIOR CONSUMER ONLINE PRODUCTS IN BANGKOK

Abstract

This study aims to 1) to study demographic factors affecting consumer decision making behavior online in Bangkok 2) to study the relationship between factors of marketing ingredients and consumer decision making behavior in Bangkok.                     

This research is a quantitative research. A questionnaire was used in research from a sample of 384 people. The statistics used to analyze the data were percentage, mean, standard deviation t-Test , F-Test and Multiple Regression.

The research results were found that consumers' online shopping behaviors differed by gender, age, education level, occupation, monthly income and marital status. For the study of the consumer marketing mix level, the overall importance was at a high level. This is consistent with the Kotler and Armstrong (2009) Buyer behavior model, stating that the marketing mix will motivate buyers to choose to purchase a particular product or service, with consumers taking the process factor the most. When making a decision to order products online for the marketing mix factors, including product, price, distribution channel promotion of marketing, staffing, processes and the physical environment correlated with online shopping behavior only at some point. From the above research this led to the suggestion that e-commerce operators should pay more attention to the marketing mix. Especially making online products feature different from the ones that can be bought in general stores. In order to encourage consumers to buy more products. Including giving more importance to product quality. Because consumers tend to encounter problems that the quality of the product does not match the advertised. This causes consumers to develop unhealthy attitudes towards online ordering of goods and services. This may affect the consumer's next order.