A Study of Characteristics Factors and Marketing Mix Factors Affecting Consumer Buying Decision on Complete Cat Food in Chatuchak Weekend Market, Bangkok Metropolis
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Abstract
The objectives of this study were to study the comparisons of characteristics factors affecting consumer buying decision on complete cat food in Chatuchak Weekend Market, Bangkok Metropolis, and study marketing mix factors affecting consumer buying decision on complete cat food in Chatuchak Weekend Market, Bangkok Metropolis. The sample was 4 00 consumers, who have bought cat food in Chatuchak Weekend Market. The convenient sampling and the questionnaire set were used to collect data. The descriptive statistics, which was used to analyze, consisted of percentage, mean, and standard deviation. The inferential statistics, which was used to analyze, consisted of t-Test, One-Way ANOVA, and multiple regression analysis at the 0.05 significance level.
The results found that the majority of samples, who bought cat food in Chatuchak Weekend Market, was females, age between 21-30 years, single, bachelor level, and income between 15,001-25,000 Baht. The comparisons of characteristics factors affecting consumer
buying decision on complete cat food in Chatuchak Weekend Market, Bangkok Metropolis, found no difference in terms of gender, age, status, educational level, and income, respectively. The marketing mix, which was composed of product, price, place, and promotion, affected consumer buying decision on complete cat food in Chatuchak Weekend Market, Bangkok Metropolis at the 0.05 significance level.
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