Marketing Mix Factors Affecting Consumer Purchasing Behavior towards Dok Jig Brand Korat Noodle at Local Markets in Nakhon Ratchasima Province

Abstract

The purpose of this research was to investigate marketing mix factors affecting consumer purchasing
behavior towards Dok Jig Brand Korat noodle at local markets in Nakhon Ratchasima Province.
Questionnaires were employed to gather data from 80 respondents aged 20 and above. Data were analyzed
using descriptive statistics e.g. frequency, percentage, mean and standard deviation. Hypothesis testing
was performed using inferential statistics e.g. t-test, One-way ANOVA (F-test) and Pearson product-moment
correlation. The results revealed that the majority of respondents were female, aged between 41-50 years,
primary school graduates, married, mostly worked as farmer and received monthly income of less than
5,001 Baht (THB). They cited the delicious taste as reason to buy Dok Jig Brand Korat noodle. The average
buying frequency was 3.1 times a month with an average of 0.9 kg per purchase. The average amount of

money spent per purchase was 60.7 THB. Most purchases were done at retailers and with the purchaser
decision. The overall marketing mix factors affecting consumers purchasing behavior of Dok Jig Brand
Korat noodle at a high level ( = 4.25) and the consumers attached high importance to every factor. The
hypothesis was tested between personal factors and the purchase behavior revealed that age, marital
status and number of household members significantly affected the purchase behavior (p<0.05). Regard
to the relationship between the marketing mix factors and the purchasing behavior, it was found that the
correlation between the product, price, place and promotion and the frequency of purchasing behavior of
Dok Jig Brand Korat noodle was statistically significant (p<0.05).