Marketing Factors Affecting Purchase Decision of Super Zip Convenience Store Products WatPradu Branch Surat Thani Province

Abstract

        The purposes of this research were 1) to study the personal factors of the purchase decision-makers of Super Zip convenience store products 2) to study the marketing factors affecting the purchasing decision of Super Zip convenience store products and 3) to study the relationship between personal factors and marketing factors affecting purchasing decisions of Super Zip convenience store products Watpradu Branch, Surat Thani Province. The sample group was 400 customers buying
products at Super Zip convenience store, Watpradu Branch, Surat Thani Province. A questionnaire was used as a research instrument. The results of this study indicated that most of the respondents were female customers, aged 20-30 years old, graduated with a bachelor's degree, government officers/state enterprises, and earned monthly income 10,001-20,000 baht. Purchased products were fresh food, price per
 time 1,000 –2,000 baht, and frequency of purchase 11-15 times per month.The person influencing the purchase decision was a father/mother. Overall, the market factors towards Super Zip convenience store, Watpradu Branch, Surat Thani Province were at the highest level. Most of the customers focused on being most important to physical characteristics, followed by people, processes, marketing promotion, product distribution channel, and price. When testing the hypothesis, it was found that personal factors in terms of gender, age, education, occupation,income, type of purchase, service frequency, and the person influencing the decision were no relationship with opinions on market factors. The price of the product 
purchase per time was related to the opinions on marketing factors affecting the purchasing decision of Super Zip convenience store products Watpradu Branch, Surat Thani Province with the significance level at 0.05.