Proceedings of the International Interdisciplinary Conference, Vienna

MARKETING MIX FACTORS INFLUENCING THE BEHAVIOR TO BUYING HEALTHY SUPPLEMENTARY FOODS OF THE CUSTOMER IN PATHUMTHANI PROVINCE

NATTARIKARN KAEWKORATHR , THANASUWIT THABHIRANRAK

Abstract:

This Research aims to studied Marketing mix factors influencing the behavior to buying healthy supplementary foods of the customer in Pathumthani Province that consist of individual factor, marketing mix factor and behavior to buying healthy supplementary foods of the customer in Pathumthani Province.The research result showed that almost of the sampling are female who has between 25-30 years old. Almost of them were graduated in bachelor degree, them career are government or state enterprise personal and has has income per month between 15001-20000 baht. Marketing mix factor which are price, product and promotion found that in the highest level. In the other hand, Place strategy, personal, physical and process factors showed that all in high level. Hypothesis testing result found that 1. Sex, Age, Education, Career and Salary per month are related with behavior to buying healthy supplementary foods and also to rely on hypothesis with statistic significant at .05. 2. In the holistic of Marketing mix factors are related with behavior to buying healthy supplementary foods and also to rely on hypothesis with statistic significant at 0.05. 3. Marketing mix factors are related with behavior to buying healthy supplementary foods and also to rely on hypothesis with statistic with statistic significant at 0.05.

Keywords: Marketing mix , Healthy supplementary foods, Factor influencing the behavior

DOI: 10.20472/IAC.2018.001.003

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