Factors in Purchasing Anime Goods in Bangkok Province

Abstract

This research aims to: 1) compare the purchasing decisions for anime products among people in Bangkok province based on personal factors, and 2) examine the marketing mix factors influencing these decisions. Data were collected from a sample of 386 individuals in Bangkok province using convenience sampling. Questionnaires served as the primary research tools. Passed the content validity test. The reliability values obtained from three experts and a non-sample group of thirty participants ranged between 0.79 and 0.83. They utilized content validity testing tools provided by three qualified individuals to ensure the accuracy of the content analysis. The statistical used for data analysis included percentages, mean, standard deviations, Independent t- test, One-way analysis of variance, correlation analysis, and multiple regression analysis. The results revealed the following: 1. When classified by personal factors, purchasing decisions varied significantly by gender and average monthly income. 2. Results of the study of marketing mix factors (4Ps) on the overall decision to purchase anime products, the study found that market promotion (b=0.21), product (b=0.16), price (b=0.10), and distribution channels (b=0.09) were significant influencers, with a predictive accuracy of 39 percent. The resulting equation is: Ytot=1.65+0.16 X1**+0.10 X2*+0.09 X3*+0.21 X4**