INNOVATIVE MARKETING DEVELOPMENT AFFECTING WITH THE PURCHASING DECISION ON HEALTHY CHILI PASTE PRODUCTS

Jurai  Sasomsub; Bundit  Pungnirund; Cholpassorn  Sitthiwarongchai

Jurai Sasomsub College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand,
Bundit Pungnirund Faculty of Management Science, Suan Sunandha Rajabhat University, Bangkok, Thailand,
Cholpassorn Sitthiwarongchai College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand,

Keywords: INNOVATIVE, MARKETING, HEALTHY CHILI PASTE PRODUCTS

Abstract

These research objectives aimed to study 1) the innovative marketing development influenced to the purchasing decision on healthy chili paste products 2) the innovative marketing of purchasing decision on healthy chili paste products. This quantitative research approached on the population who consumed healthy chili paste products with the sample size of 370 participants. The research instrument represented the questionnaire that obtained the data from the consumers of the healthy chili paste products, the studied variables consisted of product innovative management, organization and process. The research statistical tools consisted of (1) The descriptive statistics (2) The analysis of inferential statistics was provided to test the hypothesis by stepwise multiple regression analysis and processed each variables to forecast into the model one by one.