FACTORS INFLUENCING CUSTOMER DECISION MAKING ON PURCHASING KING LCE BRAND IN PATHUMTANI PROVINCE.

Nuttakant Tayangkanon; Panitee  Karnsomdee

Nuttakant Tayangkanon Graduate Student, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand
Panitee Karnsomdee Department of Business Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Keywords: Behavioral factors, Marketing mix factors, Customer decision making

Abstract

Understanding customer behavior and providing excellent quality product are very vital factors for a new product that has been launched in a new market.There are many significantreasons on customer decision making of purchasing consumer product to be investigated.This research study aimed to 1) compare the difference of customer decision making on purchasing King Ice Brand based on demographic factors and behavioral factors and 2) explore marketing mix factors influencing on customer decision making on purchasing King Ice Brandin Pathumtani Province, Thailand. The research wasa quantitative research. The population were customers in Pathumtani Province and selected 400 customers as samples by using simple random sampling based on Taro Yamane formula. Data were collected through 5-point Likert scale questionnaire surveys. Cronbach’s alpha coefficient of marketing mix factors and customer decision making of purchasing King Ice Brand were 0.782and 0.873, respectively.Data were analyzed by descriptive statistics and inferential statistics including t-test, F-test (One-way ANOVA), the Pearson Product-Moment Correlation and Multiple Regression Analysis.
The research results presented that customers’ opinion onmarketing mix factorsand customer decision making of purchasing King Ice Brand were at the moderate levels with mean scores of 3.69and 3.45, respectively. The research results from hypotheses testing found that marketing mix factorscan predict customer decision making of purchasing King Ice Brandup to 40.60% (Adjusted R-Square 0.406) at 0.05 significant levels. Customer decision making of purchasing King Ice Brand has varied according to different demographic factors and behavioral factors.Marketing mix factor in the dimension of placehad statistically significant direct influenced on customer decision making of purchasing King Ice Brand with standardized coefficients (β) of 0.250.Marketing mix factor in the dimension of promotion had statistically significant direct influenced on customer decision making of purchasing King Ice Brand with standardized coefficients (β) of 0.432.In conclusion, marketing mix factors had significantly influenced on customer decision making of purchasing King Ice Brand in Pathumtani Province, Thailandrecommending businesses should understand customer behavior and product marketing mixin order to drive customer decision making.