Marketing Mix Strategy that affect the decision to purchase Salted Egg Dinsopong of consumers in Mueang Mueang District, Lopburi Province

Abstract

           The objectives of this research are : 1. To study the personal factors that affect the purchasing decision of salted eggs with limestone among consumers in the Mueang District of Lopburi Province. 2. To study the marketing mix strategy that influence the purchasing decision of salted eggs with limestone among consumers in the Mueang District of Lopburi Province, with a sample size of 400. The data collection tool used is a questionnaire, and the statistical methods for analysis include percentage, mean, and standard deviation.

           The research findings indicate that the majority of respondents are female, aged between 41-50 years, employed in government positions, with a bachelor's degree, and an average monthly income of 10,001-20,000 baht. It was found that the marketing mix strategy that influence the purchasing decisions of consumers regarding salted eggs from the limestone area in Lopburi province, particularly in the Mueang district, have a significant overall impact on purchasing decisions. When considering specific strategies, the most influential factor on the decision to purchase salted eggs is pricing, which is rated as having the highest impact. The price of salted egg products is deemed appropriate for purchasing as gifts or souvenirs. In comparison to various product types, this factor has the greatest influence on consumer purchasing decisions. Following this, the product aspect is rated as having a significant impact as well, with salted egg products featuring diverse packaging suitable for different purchasing purposes, such as for personal consumption or as gifts and souvenirs.