Factors Related to Behavior of Buying Flowering and Ornamental Plants in Khok Kruat Flowering and Ornamental Plant Central Market (Setthi Garden) in Nakhon Ratchasima District, Nakhon Ratchasima Province

Abstract

The objective of this research was to study the relationship between personal factors, cultural factors, social factors, psychological factors and marketing factors with behaviors in buying ornamental flowers. The population was the consumers in Khok Kruat Flowering and Ornamental Plant Central Market (Setthi Garden). Convenience sampling was used and data were obtained from 400 questionnaires given to consumers who shopped for flowers at the market. The statistics used to analyze the data were frequency, mean, percentage and standard deviation. Results showed that the relationship between personal factors, cultural factors, social factors, psychological factors and the marketing mix factors with buying behavior of most ornamental plants were related. Except the marketing mix factors in marketing promotion were not related to the buying behavior of ornamental plants as follows: There are many types of payment services, including cash scanning, payment through various bank applications and cards. Credit was not related with purchase frequency in a month (Jun. 2022). Period spent on buying ornamental plants, tended to who bought ornamental plants, the person who influenced the decision to bought ornamental plants, the average cost of buying ornamental plants per time (p≤0.5).