The marketing mix factors influencing purchase decisions of the products online of people in Mueang District, Tak Province.

Abstract

          The purposes of the research seemed to (1) investigate the behaviors of purchase decisions of the products online of people  in  Mueang District ,  Tak Province and  (2)  explore the marketing mix factors influencing pur chase decisions  of  the products online  of  people  in  Mueang District,Tak Province.   The samples of the research were the products online of people in Mueang District,Tak Province, which the population was unknown with determining sample sizes based on specifying a  5% confidence level , and the samples seemed  to be   385 consumers.  The research instrument was questionnaires   by  collecting   data  from literature review , documents , concepts ,  and theories ,   including related research.   The collected data were analyzed by frequency, percentages, means, and standard deviation. The findings of the research indicated that  ; 1. In terms of the behaviors   of purchase decisions of the products online of people in Mueang District, Tak Province, There are 3 - 4 hours of internet playing time seemed to be 232 consumers 60.26 percent , The location of the internet service is home or residence seemed to be 207 consumers  53.77  percent  ,  the internet connection device is a mobile phone seemed to be 276 consumers 71.69 percent, and the time of using the internet from 6:00 pm onwards seemed to be 135 consumers 35 .07 percent, the online shopping channel is Face book that seemed to be 176 consumers 45.71 percent ,  that most of the frequency of ordering products online 4 to 5 times per month seemed  to be 160 consumers 41.56 percent, there will be a method of payment by bank transfer / ATM seemed to be 199 consumers 51.69 percent, the type      of product or service purchased as clothing 129 consumers 33.51 percent, and the most of the participants in the decision  to  buy  products  online      are themselves 299 consumers 77.66 percent.  And 2. In terms of levels   of importance of the marketing mix factors influencing purchase deci sions of the products online of people in Mueang District, Tak Province,      it was found that on the whole, they seemed to be at the high level. When each side was considered that arithmetic means were arranged in descen ding order, it was found that all of them were at the high level ;  that is, products ,  prices , and marketing promotion respectively.