BUDDHIST MERIT-MAKING BEHAVIORS AT WAT SI CHOMPHU NONG CHOK BANGKOK

Abstract

This research aims to study the marketing mix factors from the perspective of Buddhist devotees, the merit-making behavior of Buddhists at the Pink Temple, and to compare such behaviors based on personal demographic data. Additionally, the study examines how the marketing mix influences the merit-making behavior of Buddhists at the Pink Temple. This is a quantitative research study, with a purposive sample of 400 Buddhist devotees who made merit at the Pink Temple. The research instrument was a questionnaire. Data were collected using the questionnaire and analyzed using descriptive statistics, including percentage, mean, and standard deviation. Hypothesis testing was conducted using Chi-square and Multiple Regression Analysis. The results indicate that most respondents were female, aged between 21 and 30, single, with a high school education, employed in the private sector, and had a monthly income of 10,001–20,000 Baht. Overall, the marketing mix factors were rated at a highly significant level. In terms of merit-making behavior, most participants offered alms to monks, dedicated merit to deceased relatives, and visited the temple to make merit for personal reasons such as warding off misfortunes. They were typically accompanied by friends, acquaintances, or family members, primarily visiting on weekends, with an average frequency of once per month and an average expenditure of 192 Baht.มThe comparative analysis revealed statistically significant differences (at the 0.05 level) in merit-making behavior based on gender, age, education level, marital status, occupation, and income. Furthermore, the marketing mix factors from the perspective of Buddhist devotees were found to significantly influence their merit-making behavior at the Pink Temple, also at the 0.05 significance level.