Factors Affecting Foreign Tourists’ Purchase Decisions for Nam Dok Mai Mango Ice Cream under the KMITL Social Lab Project
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Abstract
This study aimed to examine the factors affecting foreign tourists’ purchase decisions regarding Nam Dok Mai mango ice cream under the Social Lab KMITL project. A questionnaire was used to collect data from 100 foreign tourists. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis. The results indicated that 52% of the respondents were male, aged between 15 and 28 years (46%), with equal proportions of tourists from Asia and Europe. The overall importance level of the marketing mix factors influencing purchase decisions was high, with sales promotion ranked as the most influential factor, followed by product, price, and place. The regression analysis revealed that age (p < 0.05) and price (p < 0.01) significantly influenced purchase decisions. The findings suggest that entrepreneurs should prioritize the development of diverse and appropriate sales promotion activities aligned with foreign tourists’ consumption behavior. In addition, product development should emphasize distinctive taste, appealing appearance, and convenience of consumption. Pricing strategies should reflect perceived value and correspond to the target tourists’ age groups, while products should be distributed through accessible and attractive points of sale to enhance purchase decision effectiveness.
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King Mongkut's Agricultural Journal
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