Marketing Mix Factors Influencing the Purchase Decision of Good Health Nic Products Among Consumers in Mueang District, Phitsanulok Province

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Supaphada Phuriphong
Wanlada Thongyenburit
Suthichai Panyaroj
Ratchanok Pharmsiri
Chutikarn Boonpuang
Thammasorn Jirarangsan

Abstract

The objectives of this research are 1) to investigate the individuals who influence consumers' purchasing decisions for Good Health Nick products in Mueang District, Phitsanulok Province.


2) to analyze the marketing mix factors that influence consumers' purchasing decisions for Good Health Nick products in Mueang District, Phitsanulok Province and 3) to explore the relationship between personal factors and the marketing mix. The sample used in this research consists of 400 people. The research instrument is a questionnaire, and the statistical methods used include frequency, percentage, mean, standard deviation, and the Chi-square test to test the hypothesis regarding the relationship between the marketing mix and consumers' personal factors.


The research results indicate that the marketing mix has a significant influence on consumers' purchasing decisions for Good Health Nick products, ranking at a good level. Price ranks second due to marketing promotions and distribution channels, as well as advertising media that increase consumer interest in products from online media. Moreover, the marketing plan's relationship with consumers shows that every Good Health Nick product is reputed for safety and lack of chemical ingredients, with a significance level of 0.05. The price factor is related to age and is suitable for individuals with purchasing power, offering lower prices than other brands of the same type, with price and quality being significant at the 0.05 level. The distribution factor is related to age and education, with considerations such as parking availability, store decoration, proximity to communities, workplaces, and educational institutions, and brand recognition of the store, all significant at the 0.05 level. Lastly, the promotional factor is related to education regarding product discounts, also significant at the 0.05 level.

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How to Cite
Phuriphong , S. ., Thongyenburit, W. ., Panyaroj , S. P. . . ., Pharmsiri , R. ., Boonpuang , C. ., & Jirarangsan , T. . (2025). Marketing Mix Factors Influencing the Purchase Decision of Good Health Nic Products Among Consumers in Mueang District, Phitsanulok Province. Journal of Dhamma for Life, 31(2), 787–800. retrieved from https://so08.tci-thaijo.org/index.php/dhammalife/article/view/4252
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Original Research Article