Main Article Content
The purposes of this study were to determine consumer behavior and marketing mix factors which influencing purchasing decision on processed fruits through E-commerce by using 385 customers whom purchased processed fruits through E-commerce and questionnaire as a tool to collected data. The statistically applications were percentage, mean, standard deviation, Chi-Square, and regression analysis.
Findings from the study revealed that most of respondents were females, age between 20-29 years old, self-employed, earned bachelor degree, average monthly income more than 20,000 baht, most of respondents purchased dried frozen fruits through E-commerce as convenient reason, 2-3 times per month, and spent 1,304.14 baht each purchasing. The overall picture of the opinions of marketing mix factors which influencing on purchasing processed fruits through E-commerce were at high level when considered on each aspect such as products, prices, distribution channel, marketing promotion, personnel, presentation, physical appearance, and the process. The results from hypothesis testing revealed that factors of personal different such as gender, age, occupation, level of education, and income affected consumer behavior on decision to purchase processed fruits through E-commerce at statistically significant 0.05. The results from study also revealed that marketing mix factors such as products, marketing promotion influenced consumer to purchase process fruits through E-commerce at statistically significant 0.05.
Recommendations from the results of the study were that administrative officers should emphasize on processed fruits quality with food standard code which is regulated by government agency such as ISO standard, produce their own processed fruits to gain the quality, and using multimedia for advertising promotion.