MARKETING MIX FACTORS AND PSYCHOLOICAL FACTORS AFFECTING CUSTOMERS’ PURCHASING DECISION OF VITAMIN WATER IN CONVENIENCE STORE, CHACHOENGSAO PROVINCE

ปัจจัยส่วนประสมการตลาด และปัจจัยจิตวิทยาที่ส่งผลต่อการตัดสินใจซื้อน้ำดื่มผสมวิตามินในร้านสะดวกซื้อ จังหวัดฉะเชิงเทรา

Abstract

The objectives of this research were to study personal factors and purchasing behavior of vitamin water in convenience stores in Chachoengsao province, as well as to investigate marketing mix factors and psychological factors affecting the decision to purchase vitamin water in convenience stores in Chachoengsao province. This study employed a quantitative research methodology. The sample consisted of customers who had purchased vitamin water in convenience stores in Chachoengsao province in June 2023 and were aged 20 and above, totaling 400 people. Stratified random sampling and systematic sampling methods were used to collect data through questionnaires. Descriptive statistics and logistic regression analysis were used for hypothesis testing. The study found that 1) the majority of the sample were females aged 20 - 30 with a bachelor's degree, employed in private companies with an average monthly income of 10,001 - 20,000 THB. The most purchased vitamin water was Vitaday Vitamin Water, chosen for its properties. The amount spent per purchase ranged from 10 - 20 THB, and the purchase times were between 06:01 and 12:00. Most purchases were made at 7-Eleven convenience stores, paid for in cash, with self-purchasing decisions, and information received through Facebook. 2) Marketing mix factors significantly influenced the decision to purchase vitamin water in convenience stores at a 0.05 significance level. 3) Psychological factors significantly influenced the decision to purchase vitamin water in convenience stores at a 0.05 significance level.