The Study of Marketing Mix Factors Affecting the Level of Perilla Frutescens Purchasing Decision Consumers and Tourists in Chiang Rai Province

Abstract

        The purposes of this research are to explore the importance level of the marketing mix factor and to study the marketing mix factors that affecting the level of the perilla frutescens purchasing decision of consumers and tourists in Chiang Rai Province. The study used the quantitative method which gather the data from a sample group of 400 people by using a questionnaire was applied as a research instrument for data collection and then analyzed the data by using frequency, percentage, mean () and standard deviation (S.D.) Multiple Regression Analysis. The results show that, the opinion of the sample group towards marketing mix factors – product, price, place and promotion – of perilla frutescens purchasing is in a high level. Moreover, the level of the sample group’s opinion towards the level of the next-time perilla frutescens purchasing has an average of 3.94 which means consumers are likely to buy perilla frutescens in the future. In addition, the two of marketing mix factors, product and place, affect the purchase-decision level of the perilla frutescens. The two variables can predict the level of the perilla purchasing decision at 42.5 percent.