The Influence of Marketing Mix (4Ps) on Consumer Purchase Decisions in Phra Nakhorn Si Ayutthaya Province: A Case Study of the Sun-Dried Pork Business

Abstract

This research aimed to 1) compare personal factors with the purchasing and consumption decision behavior of sun-dried pork among consumers in Phra Nakhon Si Ayutthaya Province, and 2) examine the marketing mix factors influencing the consumer purchasing decisions of sun-dried pork consumers in Phra Nakhon Si Ayutthaya Province. This study employed a quantitative research approach. The population consisted of consumers aged 15 years and above who resided in Phra Nakhon Si Ayutthaya Province, totaling 789,948 people. The sample size was determined using Yamane’s formula at a 95% confidence level with a 5% margin of error, resulting in 400 respondents. Purposive sampling was applied by selecting only consumers who had previously purchased and consumed sun-dried pork. Data were collected using a questionnaire instrument. The statistical methods used for data analysis (percentage) and inferential methods (independent sample t-test, one-way analysis of variance (ANOVA), and multiple regression analysis), with a significance threshold set at α = 0.05.

The results revealed that the majority of the respondents were female, aged between 26 and 35 years, were employed in the private sector, and had a monthly income ranging from 10,001 to 20,000 baht. Hypothesis testing indicated that personal factors, including gender, age, occupation, and income, significantly influence consumer purchase decisions for sun-dried pork at the 0.05 significance level. Moreover, the findings from multiple regression analysis showed that product and price factors demonstrated statistically significant influence on consumer purchase decisions, which fell below the threshold of statistical significance, while promotional factors fell below the threshold of statistical significance. Overall, the marketing mix variables accounted for 89.00% of the variance in consumer purchase decisions for sun-dried pork consumers.