FACTORS AFFECTING DECISION TO BUY INDIGO FABRIC PROCESSED PRODUCTS

Abstract

The objective of this research report is (1) To study the demographic characteristics and consumer behavior towards the purchase of processed products from indigo-dyed fabrics. (2) to study the marketing mix that affects the decision to buy processed products from indigo dyed fabric. The sample group from people who bought indigo products from Pha Khram Road Market. Data were collected from a questionnaire of 400 people. This research was a quantitative research. Data were analyzed using mean, percentage and standard deviation. The results of demographic research found that different sexes affect decision-making differently. Strategy, efficiency and quality of service Different levels of education affect different decisions. in terms of marketing promotion strategies and the strategy of efficiency and quality of service. Different statuses influence decision-making in the marketing mix. product strategy Price strategy Distribution channel strategy strategic aspects. Different marketing campaigns affect different decisions. Service process strategy Strategies for efficiency and quality of service personnel strategy Physical Strategies. Different primary occupations affect decision-making, in the marketing mix affect decision-making differently. product strategy and strategic aspects personnel and the results from research on marketing mix factors found that Product strategy, price strategy, distribution channel strategy, service process strategy, service efficiency and quality strategy, personnel strategy and physical strategy were found that the overall level was at a high level. In terms of marketing promotion strategies, it was found that the overall results were at a moderate level. Therefore, it can be concluded that demographic characteristics and marketing mix Can know the needs and manufacturers can develop products to meet the needs of consumers in choosing to buy more products.