Marketing Mix Factors Influencing the Purchasing Decision of Customers to Buy Organic Fruit and Vegetable Juice in Bangkok

Abstract

The purposes of this research were 1) to study marketing mix factors of organic fruit and vegetable of customers in Bangkok, 2) to study purchasing decision of customers to buy organic fruit and vegetable of customers in Bangkok, and 3) to study marketing mix factors influence the purchasing decision of customers to buy organic fruit and vegetable of customers in Bangkok. The research was through conducting survey samples to 269 peoples by online questionnaire. Data analysis employed frequency, percentage, average and standard deviation, and enter multiple regression. The research found that: the marketing mix factors of organic fruit and vegetable of customers in Bangkok was modulate level (x = 3.30). Selection of organic fruit and vegetable of customers in Bangkok was modulate level (x = 3.34). Marketing mix factors influence the purchasing decision of customers to buy organic fruit and vegetable of customers in Bangkok including place and Promotion with multiple correlation coefficient of 0.556. This set of predictors is able to forecast the quality of life of the elderly by 6.01 percent of accuracy with the standard error of prediction of 0.598 and the constant of 1.741. The regression equation of Marketing Mix Factors Influencing the Purchasing Decision of Customers to Buy Organic Fruit and Vegetable Juice in Bangkok explained in row and standard scores were as follows:
Row score:
Y = 1.741 + 0.140(X3)* + 0.177(X4)*
Standard score:
Z = 0.201(X3)* + 0.264(X4)*