Factors influencing Chinese consumers' purchasing decisions of fresh durian from Thailand in Yunnan Province, Kunming Capital People's Republic of China

Abstract

           The purpose of this study was to study the influe nce of marke ting mix on purchasing decisions of fresh durian from Thailand. The research use survey research by selecting a sample of Chinese consumers in Kunm ing, Yunnan Province, People's Republic of China, 384 people. Collected da ta using online questionnaire.  Statistics used in data analysis were frequ ency, percentage, mean, standard deviation, and multiple regression ana lysis.

           The results showed that Most of the samples were female, aged bet ween 31-40 years old,  educated at bachelor's degree working as civil ser vants/ state enterprise employees, and monthly income was less than 10, 000 baht.  (2) The overall market mix of  fresh durian from Thailand was the highest in terms of product, followed by marketing promotion,  price and distribution.   (3) The results of  the hypothesis test revealed  that the four marketing  mix factors significantly  influenced the decision  to buy fresh durian from Thailand at the level of 0.05,   with  the marketing pro motion, price and product factors in the positive direction,  while the dis tribution channel is in a negative direction and marketing mix factors in all  4  aspects and can predict the decision to buy fresh durian from Thai land at 68.8% And the Multiple Linear Regression equations are:

   = .292 + .735 (Promotion) +.217 (Price) + .162(Product) - .193 (Place)