Factors Influencing Consumer Purchasing Decisions for Coffins in 2026
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Abstract
This research aimed to: 1) study personal factors affecting coffin purchase decisions; 2) examine purchasing behaviors affecting coffin purchase decisions; and 3) investigate the relationship between the marketing mix and social beliefs regarding coffin purchase decisions. The research hypotheses suggested that: (1) differences in personal factors lead to different coffin purchase decisions;
(2) differences in purchasing behaviors lead to different coffin purchase decisions; and (3) marketing mix factors and social beliefs significantly influence coffin purchase decisions. This quantitative study collected data via online questionnaires from a sample of 400 consumers aged 30 years and above who do not practice Islam, residing in Bangkok, Prachinburi, Samut Prakan, Pathum Thani, and Nonthaburi, selected through convenience sampling. The data were analyzed using frequency, percentage, mean, standard deviation, F-test, ANOVA, and Multiple Regression Analysis (MRA).
The hypothesis testing results revealed that: (1) Differences in personal factors did not significantly affect coffin purchase decisions. (2) Differences in purchasing behaviors regarding attitudes toward advertisements and purchasing budgets led to significantly different coffin purchase decisions at the 0.05 level, whereas prior experience, information channels, primary organizers, and ritual beliefs did not significantly affect the decisions. (3) All marketing mix factors and social beliefs significantly influenced coffin purchase decisions (p < 0.01). Specifically, coffin identity (design), appropriate pricing reflecting material quality (price and promotion), shop credibility and online availability (place and service), and recommendations from undertakers or monks (social beliefs) had the greatest influence on the decisions. Additionally, key sub-factors facilitating quicker and easier decisions included clear displays of pricing and product information (mean = 4.22) and appropriate staff attire (mean = 4.52).
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