MARKETING MIX FACTORS INFLUENCING HOT POT CONSUMPTION BEHAVIOR AMONG ADOLESCENTS IN PHITSANULOK PROVINCE

Abstract

This study aimed to examine: 1) personal factors and marketing mix factors; 2) hot pot consumption behavior; and 3) the relationships and influences of personal factors and marketing mix factors on hot pot consumption behavior. A quantitative research design was employed. The sample consisted of 387 adolescents in Phitsanulok Province, selected using multi-stage sampling. Data were collected using a questionnaire. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used for data analysis, while inferential statistics included Chi-square test, Pearson’s correlation coefficient, and multiple regression analysis. The results revealed that the respondents had a high level of opinions toward the marketing mix factors ( = 4.48) and a high level of hot pot consumption behavior ( = 3.94). In addition, the personal factor of monthly expenditure was associated with hot pot consumption behavior. The marketing mix factors-product, price, place, promotion, people, process, and physical evidence-were positively correlated with hot pot consumption behavior at a statistical significance level of 0.01, with correlation coefficients (r) of 0.311, 0.259, 0.407, 0.397, 0.325, 0.355, and 0.310, respectively. Furthermore, the marketing mix factors of place and promotion significantly influenced hot pot consumption behavior and were able to predict such behavior at the 0.01 level of significance
( = 0.289 and 0.214). Therefore, entrepreneurs should set affordable prices and provide promotions or discounts to align with adolescents’ purchasing power