7Ps OF MARKETING MIX FACTORS AFFECTING THE DECISION TO PURCHASE FRUITS AT THE FRUIT MARKETS OF KHLANG DONG SUBDISTRICT, PAK CHONG DISTRICT, NAKHON RATCHASIMA PROVINCE

Abstract

The research purposes were (1) the study the 7Ps of marketing mix factors affecting the decision to purchase fruits at the fruit markets of Khlang Dong Subdistrict, Pak Chong District, Nakhon Ratchasima Province; and (2) to study the personal factors affecting the decision to purchase fruits at the fruit markets of Khlang Dong Subdistrict, Pak Chong District, Nakhon Ratchasima Province. This was the quantitative research. The sample group was the 400 people ever purchased the at the fruit markets of Khlang Dong Subdistrict, Pak Chong District, Nakhon Ratchasima Province. The research instrument was the questionnaire with reliability .98. The data analysis statistics were the percentage, mean, standard deviation, t-test, and one-way ANOVA.

           The research findings were: 

1. The 7Ps of marketing mix factors affecting the decision to purchase fruits at the fruit markets of Khlang Dong Subdistrict, Pak Chong District, Nakhon Ratchasima Province found the overall was at high level; by the physical evidence factor was the highest level followed by the process factor, the place factor, the products factor, the promotion factor, and the people factor, respectively.

          2.       The people with different age, gender, occupations, and income found they affected the decision to purchase fruits at the fruit markets of Khlang Dong Subdistrict, Pak Chong District, Nakhon Ratchasima Province did not different.