Proceedings of the 17th International Academic Conference, Vienna

MARKETING MIX DETERMINANTS AND BUYING BEHAVIOR FOR COMMUNITY MARKET’ PRODUCTS

THANASUWIT THABHIRANRAK, SUPAYOTIN NA SONGKLA, TAWATCHAI SUPHUAN

Abstract:

This research involved [i] discovering the differences of buying behavior of consumers at the Bang Nam Pheung Community Floating Market in Bangkok by gender, age, marital status, educational level, occupation and monthly income; [ii] investigating a correlation between marketing mix determinants and consumers’ buying behavior; [iii] investigating a correlation between product mix determinants and consumers’ buying behavior ; and [iv] examining a correlation between consumers’ buying behavior and their likelihood of future buying. The goal was an attempt to identify the marketing mix of Bang Nam Pheung Floating Market that determined the buying behavior of consumers. A total of 400 samples were selected from the population of consumers who visited and shopped at Bang Nam Pheung Floating Market, Bangkok. The findings provided more understanding of viewpoints towards the community floating marketing mix determinants on consumers’ buying behavior. The findings revealed the significant correlation between the consumers’ attitudes towards the marketing mix determinants of price, sellers and place and buying behavior in terms of the buying frequency. Additionally, higher buying frequency level also determined the likelihood of revisiting to shop at the market, recommending others and more frequent shopping in case of receiving higher income.

Keywords: Marketing Mix; Buying Behavior; Community Market’ Products

DOI: 10.20472/IAC.2015.017.095

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