FACTORS AFFECTING BUYING BEHAVIORS OF CUSTOMERS AT NIGHT BAZAAR IN BANGKOK

Abstract

The purposes of this study were to study the marketing mix factors affecting buying behaviors of customers at Night Bazaa in Bangkok. The sample used in the research was 385 Thai people who came to buy goods and services at the night markets. It was obtained by determining the sample size of Cochran (1977) with proportional sampling, t-test and F-test One-way ANOVA Analysis, Chisquare Statistics, and LSD. The results showed that the attitude toward to the marketing mix factors affecting buying behaviors of customers at Night Bazaar were in moderate level for overall. For considering each aspect, the aspect of product was in high level and other aspects were in moderate level which were the aspect of price, place and promotion. The comparison of respondents’ opinion toward to the marketing mix factors affecting buying behaviors of customers at Night Bazaar in overall were different at the .05 level of statistical significance.