Marketing Mix for Purchasing Decision of Partly Skim Milk Powder in Chonburi Province

Abstract

The objectives of this research were 1) to study the marketing mix for purchasing decision of partly skim milk powder in Chonburi province and 2) to compare the marketing mix for purchasing decision of partly skim milk powder in Chonburi province by consumer behavior. The sample size was 400 consumers in Chonburi province. Questionnaires were used as the research instrument. The data were analyzed by using a statistical program. Statistics for data analysis were percentage, arithmetic mean, and standard deviation. One way ANOVA was used to test the hypothesis. The results were summarized as follows:

1.  The important of marketing mix of partly skim milk powder in Chonburi province was at high level.

2.  The consumers who had different usage frequency of purchasing, average budget per time and influential consumer shown statistically significant difference in the importance of marketing mix for buying decision of partly skim milk powder at the level of 0.05.The consumers who had other behavior shown on difference in the importance of marketing mix for buying decision of partly skim milk powder.