THE MARKETING MIX INFLUENCES CONSUMER BUYING DECISION OF READY-TO-EAT FRUITS IN CONVENCE STORES IN SUPHANBURI PROVINCE

Abstract

The research objective was to study the level of consumer buying decision of ready-to-eat fruits in convenience stores in Suphanburi Province and the marketing mix influences consumer buying decision of ready-to-eat fruits in convenience stores in Suphanburi province. This research is quantitative research. Research data was collected by using a questionnaire with 400 people. Data was analyzed by using Frequency, Percentage, Mean, Standard Deviation, t-test, One-Way ANOVA, Pearson Product Moment Correlation Coefficient, and Multiple Linear Regression. The research results were found that most of the respondents are female, age between 18-26 years old. Their income are less than 15,000 baht. They are private company employees, single, and mostly educated in Bachelor’s Degree. The factors that affected customer's purchasing decision before buying the fresh-cut fruit in convenience stores in Suphanburi Province was significantly at the level of 0.01 with 3 factors which were product factor, distribution channel factors, and process factors. And in terms of the different demographic characteristics showed that there were no differences that affected customer's purchasing decision before buying the fresh-cut fruit in convenience stores among people with gender, age, income, status, education level and different careers.