Please use this identifier to cite or link to this item:
https://publication.npru.ac.th/jspui/handle/123456789/1406
Title: | The synthesis of marketing concepts affects the purchasing decision |
Other Titles: | การสังเคราะห์แนคิดทางการตลาดที่มีผลต่อการตัดสินใจซื้อ |
Authors: | Ngor-surachet, Makara Neawkumdee, Narathip |
Keywords: | Synthesis Marketing Concepts Purchasing Decision |
Issue Date: | 8-Jul-2021 |
Publisher: | The 13th NPRU National Academic Conference Nakhon Pathom Rajabhat University |
Abstract: | This study aims to 1.Studies the characteristics of marketing research published on online databases during the year 2016 - 2020. 2.Assess the quality of marketing research published on online databases during the year. 2016 - 2020. And 3.The synthesize knowledge of marketing towards the purchase decision. The sample group used in this research was proceedings in the national academic conferences and seminars between 2016-2020, which was 160 subjects that passed the selection criteria as specified by the researcher. The statistics used for analysis were frequency and percentage by displaying the results with a bar chart. And the statistics used in evaluating the quality of the research are arithmetic mean, median ,mode ,skewness and kurtosis by displaying the results with a stem-and-leaf plot. The synthesis results showed that most types of research are quantitative research. The quality of marketing research between 2016-2020 is moderate. The most of knowledge about marketing towards purchase decision is a marketing mix factor, representing 67 percent. The variables affecting the consumers buying decision with the highest is the service marketing mix of 7P's. |
URI: | https://publication.npru.ac.th/jspui/handle/123456789/1406 |
Appears in Collections: | Proceedings of the 13th NPRU National Academic Conference |
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File | Description | Size | Format | |
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npru_151.pdf | 257.86 kB | Adobe PDF | View/Open |
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