THE INFLUENCE OF MARKETING FACTORS ON CONSUMERS’ DECISION IN PURCHASING PACKAGED DAIRY PRODUCTS: THE EVIDENCE FROM SICHUAN PROVINCE
คำสำคัญ:
Marketing Mix Factors (4c’s), Consumers’ Decision, Dairy Productsบทคัดย่อ
Understanding the factors that influence consumers' purchasing decisions is essential for businesses in the packaged dairy products industry. As these factors could assist companies to understand customers’ expectations and requirements, responding to them, and providing goods and services at values at which consumers are prepared to pay, this study had two primary objectives: 1) to investigate the personal factors affecting consumers' decisions in purchasing packaged dairy products, and 2) to examine the marketing mix factors (4C’s) affecting consumers' decisions in purchasing packaged dairy products. The sample used in this study was 400 consumers purchasing packaged dairy products from Yili and Yangping brands and residing in Sichuan Province, China. The method for collecting data in this research was a questionnaire with a reliability of 0.957. Statistics used in data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis.
The study reports that: 1) Customers' personal characteristics, such as gender and age, have a statistically significant impact on their decisions to purchase packaged dairy products.; and 2) marketing mix factors, also known as the "4 C's," have a statistically significant impact on consumers' decisions to buy packaged dairy products; the "4 C's" include consumers’ want and needs, cost to satisfy, convenience to buy, and communication.
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