Marketing Mix Affecting Purchase Decisions of Coconut Processed Products in Nakhon Pathom Province

Abstract

The objectives of this research were to (1) study personal factors affecting purchase decisions of coconut processed products in Nakhon Pathom Province, (2) study marketing mix factors affecting purchase decisions of coconut processed products in Nakhon Pathom Province. This research employed quantitative methodology. The population consisted of consumers who purchased coconut processed products in Nakhon Pathom Province, with an unknown population size. The sample size comprised 385 respondents, selected through simple random sampling. A questionnaire was used as the data collection instrument. The statistics used for analysis included frequency, percentage, mean, and standard deviation, while the statistical tests employed correlation analysis and multiple regression analysis. The research findings revealed that 1) different personal factors, including age, education level, occupation, and average monthly income, had significantly different effects on purchase decisions of coconut processed products in Nakhon Pathom Province at a statistical significance level of 0.05. 2) Marketing mix factors affected purchase decisions of coconut processed products in Nakhon Pathom Province at a statistical significance level of 0.05