Marketing mix strategies affecting consumer’s decision making on online purchasing in Bangkok
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Abstract
The objective of the study was to investigate the marketing mix factors that influence the decision-making of consumers in Bangkok with respect to online purchasing. The sample was composed of 400 consumers who resided in Bangkok. A statistical software program was implemented to analyze the data. The data analysis employed key statistics such as percentage, mean, standard deviation, and stepwise multiple regression analysis. The results indicated that 400 participants, the majority of whom were male, aged 19 to 30, single, bachelor's degree-holders, and earning an income of 10,000–15,000 baht per month, were examined to determine the online marketing factors that influence the online purchasing decisions of consumers in Bangkok. The purchasing decision-making process was of high significance, while the online marketing combination factors were of the highest overall significance. In Bangkok, consumers' online purchasing decisions were influenced by the marketing mix factors, which include product, price, and promotion. The predictive model of the factors that influence consumers' online purchasing decisions in Bangkok can be expressed as: Online purchasing decision = 0.423 + 0.244 * price + 0.370 * product + 0.297 * promotion. This model has the potential to account for 68.6% of the variance in consumers' online purchasing decisions.
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