Marketing mix factors affecting Purchasing Decision of Bottled Drinking Water of Consumers in Nakhon Pathom Province

Abstract

The results showed that the comparative analysis of consumers' decision to buy bottled water in Nakhon Pathom Province classified by personal factors such as gender, age, educational level, occupation, and income that different, has no significant differences in consumers' decision to purchase bottled water in Nakhon Pathom Province. Therefore, in formulating marketing strategies, entrepreneurs should focus on product quality over other aspects. As for the analysis of marketing mix factors affecting consumers' decision to buy bottled water in Nakhon Pathom province, it was found that marketing mix factors were marketing promotion, product and price aspects had a statistically significant positive effect on consumers' decision to purchase bottled water in Nakhon Pathom Province. All three marketing mix factors can predict the variability of bottled water purchasing decisions. Therefore, it is important to focus on marketing promotion strategies such as advertising through various media. Product strategy, such as developing a product's appearance or packaging that is portable. Pricing strategies such as pricing by size of the product provides a reasonable price for the quality and quantity of drinking water.