THE INFLUENCE OF MARKETING MIX FACTORS ON WINE DISTRIBUTION CHANNELS IN BEIJING, CHINA
คำสำคัญ:
Service Marketing Mix, Decision to Buy, Wine Distribution Channelsบทคัดย่อ
Having a reliable distribution network is now essential for getting items and services to consumers. To better target potential clients, wine distributors in Beijing, China could benefit from an investigation into the impact of specific factors on the choice to acquire wine distribution channels. Successful market understanding and increased sales are significant outcomes. The objectives of this research were, therefore, 1) to study the personal factors affecting the decision to purchase wine distribution channels in Beijing, China, and 2) to investigate the service market mix factors (7Ps) affecting the decision to purchase wine in Beijing, China. This research is quantitative. The population was studied in Beijing, China. The sample size was 385 people. Data collected by a questionnaire passed a reliability test. The overall reliability was 0.842 using the purposive sampling method. Data were analyzed by frequency, percentage, mean, and standard deviation, and hypotheses were tested by t-test, one-way ANOVA, and multiple regression analysis. This study found that at the 0.05 level of statistical significance, the study found that personal factors, including age, have a diverse influence on the decision to purchase wine through different distribution channels, such as stores, agents, and electronic means. Also, differing levels of average monthly income have statistically significant effects on the decision to purchase wine from delivery service providers, at the 0.05 level. In addition, service market mix elements such as product, place, promotion, and physical evidence had a positive effect on the decision to purchase wine, with a statistical significance of 0.001 and a predictive power of 47.7%.
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