FACTORS AFFECTING WORKERS PURCHASING DECISIONS OF SUPPLEMENTARY FOOD IN MUANG DISTRICT, UBON RATCHATHANI PROVINCE

Abstract

The objectives of the research were 1) to investigate the significance of marketing mix variables. For people of working age in Muang District, Ubon Ratchathani Province, brand value and the decision to buy health food supplements 2) to investigate the marketing mix characteristics that influence working-age persons in Muang District's decision to buy health food supplements. The province of Ubon Ratchathani3) to investigate the influence of brand value factors on the purchase of health food supplements by working-age persons in Muang District. Province of Ubon Ratchathani. The study's participants were a group of working-age people who had bought health food supplements in Muang district. Province of Ubon Ratchathani. Using multistage randomization, 400 participants were randomly selected for this study. Frequency, percentage, mean, and standard deviation are some of the statistics used in data analysis. coefficient of correlation Analysis of several regressions. The results of this analysis showed that 1) marketing mix elements are quite important. The relevance of the overall aspect is very great. when thinking on each item The averages were sorted in three orders from highest to lowest: product, price, and distribution channel; brand value factor. The relevance of the overall aspect is very great. when thinking on each item The averages were ordered in three sequences from highest to lowest: Aspect of brand recognition The element of brand association and perceived quality In regards to the decision in Muang district to purchase health food supplements for persons of working age. Province of Ubon Ratchathani The relevance of the overall aspect is very great. when taking into account each factor The averages were: purchase choice and information searching, respectively, were sorted from highest to lowest in three sequences. 2) Marketing mix variables impacting working-age people's purchasing decisions for health food supplements in Muang District. Province of Ubon Ratchathani The product, pricing, and distribution channel are the four independent variables. in addition to marketing promotion Working-age people in Muang District are influenced by three independent variables when purchasing health food supplements. Product marketing, promotion, and distribution networks in the province of Ubon Ratchathani.3) Brand value elements impacting the purchase of health food supplements by Muang District working-age residents. Province of Ubon Ratchathani It is made up of the following five independent variables: brand awareness quality perception Creating a connection with the brand With a statistically significant level of.01, brand loyalty and other assets increased by 60%.