FACTORS INFLUENCING HOUSEHOLD PRODUCT PURCHASE DECISIONS AMONG HOUSEWIVES THROUGH ONLINE CHANNELS IN PATTANI, THE POOREST PROVINCE IN SOUTHERN THAILAND

Abstract

This study aims to analyze the factors influencing household product purchase decisions among housewives through online channels in Yamu Subdistrict, Yaring District, Pattani Province. The specific objectives are to examine the influence of marketing mix elements and personal factors on consumer purchasing behavior within this group. The research employed a purposive sampling method with a sample of 260 housewives aged 20-60 years residing in Yamu Subdistrict. Data were collected using a structured questionnaire and analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (t-test and ANOVA). The findings revealed that most respondents were employed, aged between 20-29 years, held a bachelor’s degree, earned a monthly income of 5,001-10,000 THB, and spent 3-5 hours per day browsing online products. The marketing mix factors influencing purchase decisions were rated at a high level, with product attributes exerting the greatest influence, followed by distribution channels, price, and promotional activities, respectively. Overall, the factors affecting purchase decisions were also at a high level, with consumers placing the highest importance on product details and brand credibility, while customer service from online stores had the least impact. Furthermore, the comparative analysis indicated that personal factors such as occupation, age, education, income, purchasing channel, and daily internet usage significantly affected purchase decisions at the 0.05 level.