Marketing Mix Factors Influencing on Behavior in Purchasing One Tambon One Products (OTOP) among Consumers in Lampang Province
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Abstract
This research aims to study the marketing mix factors influencing on behavior in purchasing One Tambon One Products (OTOP) among consumers in Lampang Province. This was a survey research using a questionnaire, a sample of 400 people. Descriptive statistics, mean, percentage and inferential statistics were used multiple regression and correlation analysis. The results showed that mostly female Age between 51 -60 years old. Bachelor's degree. Most of them have incomes of 10,000 – 20,000 baht. They are civil servants / state enterprise employees. Most of the product categories are shopping for clothes, apparel. The most important purpose of purchasing most OTOP products is souvenirs/souvenirs. Moreover, the opinions about the factors of marketing mix, it was found
that the factor with the most average was the price, followed by the product, promotion and place, respectively correlation coefficient of marketing mix factors affecting purchasing decision behavior correlated in terms of products and prices. In addition, the influence of
marketing mix factors on purchasing decision behavior in terms of products and prices were significantly at the 0.05 level.
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