RELATIONSHIP BETWEEN MARKETING MANAGEMENT AND THE MARKETING MIX OF CONSUMER BEHAVIOR OF THE KHLONG PHADUNG KRUNG KASEM MARKET FAIR, BANGKOK

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ทัศนา หงษ์มา

Abstract

The objectives of this research are (1) to study the marketing management factors affecting purchasing decision of consumers in Khlong Phadung Krung Kasem Market Fair in Bangkok
Metropolis; (2) to study the marketing mix factors affecting purchasing decision of consumers in Khlong Phadung Krung Kasem Market Fair in Bangkok Metropolis; (3) to compare marketing management factors affecting purchasing decision as classified by personal factors of consumers in Khlong Phadung Krung Kasem Market Fair in Bangkok Metropolis; and (4) to study the relationship between marketing management factors and marketing mix factors affecting purchasing decision of consumers in Khlong Phadung Krung Kasem Market Fair in Bangkok Metropolis. This research is the mixed method research using two data collection tools, namely, a questionnaire to collect data from 400 consumers, and an interview form to interview two market managers. Statistics for data analysis were the percentage, mean, standard deviation, t-test, one-way ANOVA, and Pearson correlation. Research findings showed that the marketing management factor of planning received overall rating mean at the high level and its effect on purchasing decision was at the high level which was higher than the effects of other marketing management factors. The next factor was that of control; while the factor of operation had the lowest effect on purchasing decision. As for the marketing mix factors, the overall effect on purchasing decision was at the high level. When specific marketing mix factors were considered, it was found that the factor of product had the highest effect on purchasing decision, to be followed by the factors of place, price, and market promotion, respectively.

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How to Cite
หงษ์มาท. (2019). RELATIONSHIP BETWEEN MARKETING MANAGEMENT AND THE MARKETING MIX OF CONSUMER BEHAVIOR OF THE KHLONG PHADUNG KRUNG KASEM MARKET FAIR, BANGKOK. Panyapiwat Journal, 11(2), 44-56. Retrieved from https://www.tci-thaijo.org/index.php/pimjournal/article/view/207321
Section
Research Article

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