Behaviors and Opinions on Marketing Mix Factors Affecting Consumers' Decision to Buy Pasteurized Dairy Products in Sukhothai Province
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Abstract
The objectives of this study are to 1) study consumers' purchasing behavior of pasteurized milk products, 2) study opinions on marketing mix factors affecting consumers' purchasing decision of pasteurized milk products, and 3) compare personal data with consumer behavior and marketing mix factors. The sample group for the study includes 400 consumers of fresh pasteurized milk products in Sukhothai Province. Questionnaire was used as a tool to collect data. The statistics used in the data analysis are frequency, percentage, mean, and standard deviation.
The results of the study reveal the purchasing behavior of most consumers that they prefer buying fresh, pasteurized milk products, Dutch mill brands, tasteless flavor. They buy every week during 09.01 - 12.00 hrs. The most popular selling place for consumers is general stores. The purchase is 2 - 3 bottles at a time, at amount of 180 ml./bottle, and the person influencing the purchase decision is themselves. In addition, the consumers' overall opinion regarding the marketing mix factors affecting the buying decisions is in high level. The factors with the highest average level are products, followed by price, distribution channels, and marketing promotion, respectively. The results comparing general information with consumer behavior reveal that consumer behavior varies with consumers of different gender, age, educational level, and occupation. Additionally, consumer groups of diverse age, educational level, and income affect marketing mix factors for price and marketing promotions differently.
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King Mongkut's Agricultural Journal
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