Marketing Mix Factors Influencing Decision on Buying Bakery Products in Bangkok: A Case Study of Yamazaki.

Abstract

The research objectives were to study consumer characteristics and to study the marketing mix
factors that influenced the decision to buy products from Yamazaki Bakery shops in Bangkok. This research
used questionnaire for data collection, 400 samples were analyzed with descriptive statistics including
frequency, percentage, mean and standard deviation. Moreover multiple regression analysis was applied
for statistical influence.
The results showed that most respondents were female (67.00%), aged between 21-30 years
(43.75%), graduated bachelor's degree (60.80%), company employees (36.80%), monthly income less
than 20,000 baht (58.00%) and household 3-4 person (47.25%). The significant marketing mix factors influencing
decision making level on buying Yamazaki bakery products included 1) quality product and
taste, 2) cheaper price than competitors, 3) comfortable location to buy, 4) customer service and 5) staff
performance.