MARKETING MIX OF GOLD JEWELRY CONSUMERS IN SAMUT PRAKAN PROVINCE

Abstract

The research study on marketing mix affecting factors towards consumers ‘decision to purchase gold jewelry in Samut Prakan Province. The objectives were 1) to study the level of marketing mix factors in consumer’ decision to purchase gold jewelry in Samut Prakan Province,  2) to study the consumers ‘decision to purchase gold jewelry in Samut Prakan Province, 3) to study the marketing mix affecting factors towards consumers’ decision to purchase gold jewelry in Samut Prakan Province. The sample group used in the research were 400 people by using accidental randomization Data were collected by using questionnaires as the study instruments and use statistics to analyze data by using percentage (mean), standard deviation and analyze the factors that affected the decision to purchase gold jewelry. By using multiple regressions analysis by applying all input variables (Enter Regression). Research results were summarized as follows:

1. The level of marketing mix factors of consumers ‘decision to purchase gold jewelry in Samut Prakan Province. Overall were at a high level. When considering individual aspect, it was found that marketing promotion aspect was the highest average, followed by the price of the product. Service process, distribution, staff, and physical environment respectively.


2. The level of the consumers ‘decision to purchase gold jewelry in Samut Prakan Province. Overall were a high level. When considering individual aspect found that purchasing decision was the highest mean value, followed by behavior after purchasing. Alternative assessment, awareness of problems and information search respectively,


3. Marketing mix factors such as product, price, distribution, marketing promotion, staff, service process and physical environment affecting consumers ‘decision to purchase gold jewelry in Samut Prakan Province with statistical significance at the level of 0.01 and 0.05, which was in accordance with the assumptions set.