CORRELATION ANALYSIS OF THE MARKETING MIX FACTORS AFFECTING SHOPPING BEHAVIOR OF LOCAL FISHERY PRODUCTS

Abstract

This research aims to 1) examine the marketing mix factors affecting shopping behavior
of local fishery products, Ranong Province, and 2 ) explore the relationship among the
marketing mix factors affecting shopping behavior of local fishery products, Ranong Province.
The population and the sample group were the consumers purchasing Ranong local
fishery products. However, due to a large sample size and uncertain numbers of population, the
sample group was then calculated by W.G. Cochran formula with the confidence level of 95%
and discrepancy level of 5% from which the sample size was obtained at not less than 385
samplings. Consequently, the sample size for this research was determined to be 400
informants. The convenience sampling was applied for data collection through prepared
questionnaires distributed to all 400 consumer informants.
The research result showed that there were 4 pairs of the marketing mix factors,
affecting shopping behavior of Ranong local fishery products having low significant
relationship at level of.01 and .05 and correlation coefficient (r) between 0.122 to 0.391.
Considering the relationship of the marketing mix factor affecting shopping behavior of
Ranong local fishery products on aspect basis, it was found that the distribution aspect of the
marketing mix factor affecting shopping behavior of Ranong local fishery products showed the
highest (r) value (rx3y = 0.391), followed by marketing promotion aspect (rx4y = -0.384) and
pricing aspect (rx2y = -0.307), respectively whereas the lowest correlation coefficient was
product aspect (rx1y = 0.122).