THE INFLUENCE OF MARKETING FACTORS AFFCTING BUYING DECISION ORGANIC FRUITS OF CONSUMERS IN BANGKOK

Abstract

The objectives of this research were to study the influence of marketing factors affecting organic fruit buying decision on consumers in Bangkok using quantitative research and to study the factors of marketing mix influencing organic fruit buying decision among consumers in Bangkok. For qualitative using a questionnaire as the research instrument and the sample included 400 respondents who bought organic fruits. As a research tool Demographic analysis used descriptive statistics to find the percentage, mean, standard deviation, and testing the hypothesis by comparing the difference between the mean of the two sample groups; used t-test for Independent Sample. The variance or comparison of mean difference between 3 groups tested for hypothesis used F-test Independent Sample, Pearson’s Product Moment, Correlation Coefficient and Multiple Regression Analysis The findings revealed that the most respondents were female with age range between 36 - 40 years, bachelor’s degree, the majority were private company employees, single with average income 20,001 - 30,000 Baht/Month. Hypotheses testing found that consumers in Bangkok with different gender and status were related to the organic fruit buying decision in Bangkok. In the mix of factors, it was found that factors were as Product, Place, People and Process with statistic significance at 0.05 and influencing factor was effective at 72.30%