FACTORS INFLUENCING CUSTOMER DECISION MAKING ON DRUGSTORE SELECTION IN BANGKOK AREA.

Arunee Terdbaramee; Panitee Karnsomdee

Arunee Terdbaramee Graduate Student, Faculty of Liberal Arts and ManagementScience, Kasetsart University, Thailand
Panitee Karnsomdee Department of Business Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

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

Abstract

Drugstore is a retail shop providing medicines, medical supplies, and health care products. There are many reasons on customer decision making on selecting drugstore to be explored. The objectives of this research study were to compare the difference of customer decision making on drugstore selection based on personal factors and to investigate psychological factors and marketing mix factors influencing on customer decision making on drugstore selection in Bangkok area. The research was a survey research with the samples of 400 drugstore customers in Bangkok area determined by purposive sampling based on Taro Yamane formula. Questionnaires were used as a tool for collected data through check list and 5-point Likert scale surveys. Cronbach’s alpha coefficient of psychological factors, marketing mix factors, and customer decision making on drugstore selection were 0.906, 0.936, and 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 on psychological factors, marketing mix factors, and customer decision making on drugstore selectionwere at the high levels with mean scores of 4.06, 4.05,and 4.13, respectively. The research results from hypotheses testing found that psychological factors and marketing mix factors can predict customer decision making on drugstore selection up to 60.70% (Adjusted R-Square 0.607) at 0.05 significant level. Customer decision making on drugstore selection in Bangkok area has not varied according to different personal factors. Psychological factors had statistically significant direct influenced on customer decision making on drugstore selection with standardized coefficients (β) of 0.312.Marketing mix factors had statistically significant direct influenced on customer decision making on drugstore selection with standardized coefficients (β) of 0.561. In conclusion, drugstore should consider psychological factors and marketing mix factors for planning of operation to enhance customer selection on drugstore because customer’s decision making on drugstore selection can affect the competitiveness of drugstore in the long run.