Study of Purchasing Cactus Behaviors Affecting Marketing Mix Factors of Group Member Planting Cactus for Beginners

Abstract

This research aimed 1) To study demographic characteristics of group member planting cactus for beginners 2) To study purchasing cactus behaviors of group member planting cactus for beginners and 3) To study level of the marketing mix of group member planting cactus for beginners. The samples were 715 group member planting cactus for beginners, the data was collected by questionnaires. The statistics used for data analysis were frequency, percentage, mean and standard deviation. Hypothesis were tested by T-test and One-Way ANOVA. The research results found that the most of sample were female, aged 31-40, working as business owner or self-employed, earning 10,001-20,000 baht. The most of sample become a member of the group from searching group information manually, they usually purchasing cactus from the delivery method with pots, and often purchasing cactus by ordering from seller's posts in the group, most purchasing time are 18.01-22.00 pm. purchasing cactus for collecting purposes as much as possible, and the people who help make purchasing decisions are their family, purchasing cactus has an average cost of less than 1,000 baht, and the frequency of purchasing cactus is 1-2 times per month. The overall marketing mix factor of group member planting cactus for beginners at a high level.

The results of hypothesis testing found that the age and career different had a statistically significant in level of the marketing mix in terms of products, prices and promotions at .05 and the purchasing cactus behaviors according to the analysis of consumer behavior 6W1H (Where, Why, How item 2), they are different with statistically significant at .05.