Authors :
Yan Qin; Sutthapat Amornruangtrakool; Thananwarin Kositkanin
Volume/Issue :
Volume 8 - 2023, Issue 11 - November
Google Scholar :
https://tinyurl.com/4zf9ypj5
Scribd :
https://tinyurl.com/3x4s5vb4
DOI :
https://doi.org/10.5281/zenodo.10282534
Abstract :
The objectives of this research were: (1) To
study personal factor affecting the marketing mix. This
research is quantitative research. (2) to study opinions
about the factor marketing mix factors in purchasing
decision household appliances in Chengdu city. The
sample size for this study is 438 people. Simple sampling
was used. The tool for collecting data is a questionnaire.
Statistics used in the analysis include percentages,
standard deviations, T-Test, F-Test, and analysis of
variance.
The results of the study found that (1) Demographic
characteristics affect consumers' decision to purchase
household appliances. Among the demographic factors
gender differences educational level differences income
difference Differences in housing types and differences
in the number of family members It has a significant
impact on the results of marketing promotions. These
findings help organizations Carry out market
classification management Different advertising
investments Market segmentation and price
manipulation policy and increase market density market
effectiveness and market capabilities. (2) factors in the
marketing mix that influence the decision to purchase
electrical appliances of consumers in Chengdu. It is a
factor that has strong consensus among consumers
covering all 7P's. Comparatively, Product factor ranks
the top influencing factor and Price factor ranked the
second, and the third is Promotion, while Process,
People, Place and Physical Evidence are the fourth, the
fifth, sixth and seventh respectively. In more detail, zero
installment payment in Promotion is regarded most
important to consumers, and the certification standard
in Products is the top second concern to buyers.
Keywords :
Affecting Factors, Consumer's Decision, Purchasing Household Appliances, Chengdu City.
The objectives of this research were: (1) To
study personal factor affecting the marketing mix. This
research is quantitative research. (2) to study opinions
about the factor marketing mix factors in purchasing
decision household appliances in Chengdu city. The
sample size for this study is 438 people. Simple sampling
was used. The tool for collecting data is a questionnaire.
Statistics used in the analysis include percentages,
standard deviations, T-Test, F-Test, and analysis of
variance.
The results of the study found that (1) Demographic
characteristics affect consumers' decision to purchase
household appliances. Among the demographic factors
gender differences educational level differences income
difference Differences in housing types and differences
in the number of family members It has a significant
impact on the results of marketing promotions. These
findings help organizations Carry out market
classification management Different advertising
investments Market segmentation and price
manipulation policy and increase market density market
effectiveness and market capabilities. (2) factors in the
marketing mix that influence the decision to purchase
electrical appliances of consumers in Chengdu. It is a
factor that has strong consensus among consumers
covering all 7P's. Comparatively, Product factor ranks
the top influencing factor and Price factor ranked the
second, and the third is Promotion, while Process,
People, Place and Physical Evidence are the fourth, the
fifth, sixth and seventh respectively. In more detail, zero
installment payment in Promotion is regarded most
important to consumers, and the certification standard
in Products is the top second concern to buyers.
Keywords :
Affecting Factors, Consumer's Decision, Purchasing Household Appliances, Chengdu City.
