Thailand

Abstract

The research study is intended to study1) Study the personal factors of tourists in Phetchabun province. 2) Study the marketing mix factors used in choosing to buy sweet tamarind products of tourists in Phetchabun province. 3) Study the decision to buy sweet tamarind products of tourists in Phetchabun Province. 4) Find the relationship between the personal factors of tourists and the decision to buy sweet tamarind products in Phetchabun Province and 5) Find the relationship between marketing mix factors and the choice of sweet tamarind products of tourists in Phetchabun province.The decision to buy sweet tamarind products of Phetchabun tourists The population used in the research is The sample used in the research is tourists who travel and choose to buy sweet tamarind products. In Phetchabun Province, 400 people using the questionnaire as a research tool Statistics used in data analysis include frequency, percentage, average, standard deviation and Chi - Square Test. The results showed that 1) The personal factors of tourists who choose to buy sweet tamarindproducts in Phetchabun Province. The results showed that most of them are women, 58.00 percent, aged in the range of 31 - 40 years, 29.25 percent, which are government officials / state enterprise employees, 33.25 percent with income of 30,001 baht or more, 27.25 percent and domicile in Bangkok and its vicinity of 41.50 percent. 2) Tourists who choose to buy sweet tamarind products in Phetchabun Province pay attention to the overall marketing mix factor at a high level When considering each side, it can be concluded that The highest average is the distribution channel followed by the product side and the least is the location3) Most tourists buy sweet tamarind products in Phetchabun Province because as a souvenir of 31.50 percent, which is a type of tamarind pods, including seedless tamarind, peeled tamarind, fresh tamarind pods, 33.00 percent. Occasionally, they will buy 38.25 percent sweet tamarind products in the amount of 2-3 bags/box, 47.00 percent, with a cost of 1,001-2,000 baht per time, 38.00 percent.4) Age, average monthly income, tourist's domicile, influence on the decision to buy sweet tamarind products in Phetchabun Province. Statistically significant at .05 and 5) Marketing factors of tourists Do not influence the decision to buy sweet tamarind products in Phetchabun Province