Marketing Mix Factors in Deciding to Purchase Fresh Seafood Rajini Shrimp Shop Mueang District, Surin Province

Abstract

The objectives of this research are: 1) study the marketing mix factors influencing the decision-making process for purchasing fresh seafood among consumers at the Queen Shrimp restaurant in Mueang District, Surin Province, 2) examine the purchasing behavior of fresh seafood consumers at the Queen Shrimp restaurant in Mueang District, Surin Province, and 3) compare the marketing mix factors affecting the decision-making process for purchasing fresh seafood among consumers at the Queen Shrimp restaurant in Mueang District, categorized by gender, age, occupation, and average monthly income. This is a quantitative study utilizing a questionnaire as a tool for data collection from 400 consumers of fresh seafood at the Queen Shrimp restaurant in Surin Province. The statistical methods used for data analysis include percentage, frequency, mean ( ), and standard deviation. (S.D.) Content Analysis, Independent t-test, and One-Way ANOVA. (One Way ANOVA)

         The research findings revealed that 1) the marketing mix factors influencing consumers' decisions to purchase seafood at Queen Shrimp are overall at a very high level, with an average value of (  = 4.26). When ranked from highest to lowest, the distribution channel has the highest average (  = 4.41), followed by fresh seafood products (  = 4.30), marketing promotion (  = 4.19), and price, which has the lowest average (  = 4.14), respectively. 2) The purchasing behavior of consumers at Queen Shrimp in Mueang District, Surin Province, shows that most choose to buy fresh seafood, particularly shrimp, with an expenditure per visit ranging from 501 to 1,000 baht and an average purchase frequency of 1-2 times per month. The main factors influencing their choice of fresh seafood are freshness, and they prefer to decide on their purchases themselves to enjoy meals with their families. 3) Consumers of different genders and occupations place similar importance on the marketing mix factors when deciding to purchase fresh seafood overall. However, consumers of different ages and average monthly incomes show significant differences in the importance they place on the marketing mix factors when deciding to purchase fresh seafood, with a statistical significance level of 0.05.