Marketing Mix Factors Affecting Bamboo Wicker Consumers Decision Making: A Case Study of Bamboo Chicken Coop of Local Wisdom, Wo Kaew Sub-district, Hang Chat District, Lampang Province
Article Sidebar
Main Article Content
Abstract
This research aims to study the marketing mix factors that affect the decision to purchase bamboo basketry a case study of bamboo chicken coops of local wisdom, Wo Kaew Subdistrict, Hang Chat District, Lampang Province. The sample group used in this study were customers who decided to purchase a bamboo chicken coop. of the Ban Wo Kaew community, Wo Kaeo Subdistrict, Hang Chat District, Lampang Province, totaling 100 people. The research tool was questionnaires. The statistics used in the research were mean, standard deviation, Pearson correlation and multiple regression analysis. The results of the study showed that most of the consumers were male, aged 31 - 40 years old, married status, owned a business, and have an average monthly income of not more than 10,000 baht. Marketing mix factors that affect purchasing decisions bamboo chicken coop as a whole was at the highest level (xˉ =4.65) When considering in each aspect in descending order, the results showed as follows: product (xˉ =4.93), price (xˉ =4.89), personal (xˉ =4.87), distribution channel (xˉ =4.50), and promotion (xˉ =4.05), Marketing mix factors are related to the decision to purchase a bamboo chicken coop. folk wisdom Ban Wo Kaew Community, Wo Kaeo Subdistrict, Hang Chat District, Lampang Province at 0.01 and marketing mix factors affect the decision to purchase a bamboo chicken coop in terms of products, prices, distribution channels Significantly at the 0.05 level.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ข้อมูลลิขสิทธิ์
References
Boonlert Morakot. (2002). The study of Kru Noi weaving handicrafts at Ban Sa-Ang, Huai
Nuea Sub-district. Khukhan District, Sisaket Province. (Research and Development
Institute). Khon Kaen University. (in Thai).
Chanika Kulwanich et al. (2019 ). Marketing mix factors affecting the purchase of bamboo
furniture soaked with anti-moth solution in Phang Nga province. 2 nd National
Academic Conference on Humanities and Social Sciences. 865-874. Songkhla Rajabhat
University. (in Thai).
Chattayaphon Samerchai. (2007). Consumer behavior. Bangkok: SE-ED Education. (in Thai).
Cronbach, L.J. (1990). Essential of psychological testing (5th ed.). ( p p.202-204). New York: Harper
Collins Publisher.
Interview with Chankam Inyabutr, village philosopher, Ban Wo Kaeo, Hang Chat District,
Lampang Province, 10 September 2022. (in Thai).
Irawati and others. (2022). The Effect of The Marketing Mix on The Purchase Decision of
Furniture in Copy CIPTA Furniture. Proceeding 2 nd International Conference on
Business & Social Sciences (ICOBUSS) Surabaya, March 5-6 th, 2022, 592-607.
Jakkrit Thiamsaku and others. (September 20, 2022). Local Wisdom Community Enterprise Weaving
Ban Chan Chicken Coop, Village No. 5, Thung Kula Sub-district, Suvarnabhumi District
Roi Et Province. Retrieved from https://sites.google. com/site/kansansumkaibanjan/khnaphu-
cad-tha. (in Thai).
Jalal Rajeh Hanaysha. (2018). An examination of the factors affecting consumer’s purchase
decision in the Malaysian retail market. (Faculty of Business and Management),
DRB-HICOM University of Automotive Malaysia, Malaysia
Kotler, P., Kartajaya, H. & Setiawan, I. (2 0 1 7 ). Marketing 4 .0 . Translated by Nongluck
Jariwathana. Bangkok: Nation Books.
Kotler, Philip. (1 9 9 7 ) . Marketing management: analysis, planning, implementation and
control. 5 th ed. Englewood Cliffs, NJ: Prentice Hall.
Kotler, Philip. And Armstrong, Gary. (1999). Principles of Marketing (8 th ed). Englewood
Cliffs New Jersey: Prentice-Hall. Inc.
Kotler P. (2003). Marketing management (11th Ed). New Jersey: Prentice Hall International.
Krejcie, R.V., & D.W. Morgan. (1970). Determining Sample Size for Research Activities.
Educational and Psychological Measurement. 30(3): 607 – 610
Likert. (1967). The Method of Constructing and Attitude Scale, Reading in Attitude Theory
and Measurement. P.90-95. Fishbeic, Matin, Ed. New York: Wiley & Son.
Loudon, David L., & Della Bitta, Albert J. (1988). Consumer Behavior: Concepts and Application.
rd ed. New York: McGraw-Hill.
Mae Khao Tom Subdistrict Administrative Organization (September 20, 2022). Folk Wisdom
from Thai Bamboo. Retrieved from https://maekhawtom.go.th. (in Thai).
Mowen, John C. and Michael Minor. (1998). Consumer Behavior (5 th ed). Upper Saddle
River, New Jersey: Prentice-Hall.
Nittaya Wongyot. (2021). Marketing mix affecting the purchase of water hyacinth weaving
products in the municipality Phayao Province. Journal of Philosophy Review.
(1), 168-178. (in Thai).
Pakarat Deeduangpan. (2 0 2 1 ) . Marketing Mix Factors Influencing Consumer Bamboo
Basketry Purchase Decisions in Mukdahan Province. (Independent Research,
Master of Business Administration). Ramkhamhaeng University. (in Thai).
Parmana et al. (2019). The Influence of Marketing Mix Factors in Purchasing Decision for
Wooden Furniture Case of Furnimart Bogor. Indonesian Journal of Business and
Entrepreneurship. 5(1), 54-64.
Seri Wongmontha. (1999). Marketing Management. Bangkok: Thammasat University Press.
Siriwan Serirat and others. (1 9 9 8 ) . Marketing management in the new era. Bangkok:
Thirafilm and Saitex. (in Thai).
Siriwan Serirat. (2007). Consumer Behavior. Bangkok: Bangkok: Thira Film and Saitex Co., Ltd.
Suthasinee Burikhampan and Kamolrat Attapanyo. (2019). Study of factors and local handicraft
wisdom of bamboo wicker for product design. Journal of Industrial Education.
