Marketing Mix Factors Influencing Customers Purchasing Decision for Traditional Lao Si - Lao Khrang Woven Fabrics of Suphan Buri Province.

Abstract

This is quantitative research aimed to study; 1) The purchasing decision process of consumers towards traditional Lao Si - Lao Khrang woven fabrics of Suphan Buri province classified by personal factors. 2) Marketing mix factors influencing purchasing decision of traditional Lao Si - Lao Khrang woven fabrics of Suphan Buri province. This study was conducted using a convenient sampling method from 400 customers who had purchased traditional Lao Si - Lao Khrang woven fabrics of Suphan Buri Province. The statistics used in the data analysis consisted of percentage, mean, standard deviation, T-test, One-way ANOVA, multiple indicators and multiple causes model (MIMIC model), and Structural Equation Model (SEM) The results showed that 1. The decision to purchase traditional Lao Si - Lao Khrang woven fabrics of Suphan Buri province when classified by customer’s personal factors were statistically significant differences by the age factor. 2. Marketing mix factors influencing the purchasing decision of traditional Lao Si - Lao Khrang woven fabrics, Suphan Buri province, consisting of product (0.50),people or employees (0.43), physical evidence and presentation (0.36), price (0.30), place (0.22),process (0.24) and promotion (0.09) The equation has a predictive power of 83.00 percent.