| dc.description.abstract | The purpose of this research is 1) to compare the trend on goods purchase
classified by demographic characteristics, 2) to study the service marketing mix and
pattern on the leading of life having the effect on goods purchase behavior, 3) to study
the goods purchase behavior having the effect on behavioral trend on goods purchase.
Sampling group used in the research are 400 customers purchasing goods at Thonburi
Occasional Market (Sanamluang 2) by using Questionnaires as the instruments in
gathering information data. Analysis statistics are frequency, percentage, mean and
standard deviation, t-test, One-way ANOVA and Multiple Regression Analysis.
It is found, as a result of the research, that most of the Questionnaire repliers
are of male sex with ages ranging from 25 years to 34 years; marital status as being
married/or cohabitation; educational level of Bachelor Degree, engaged in the
occupation of private company employees earning monthly incomes ranging from
10,001 Baht to 20,000 Baht; placing the importance on service market mix in the overall
aspects and the incomes which are the aspects of the products, prices, places,
marketing promotions, sales staff, physical characteristics and the process in high
level; paying interests in the pattern on the leading of life in the overall aspects and by
the aspect which are the aspects of the activities, interests and opinions in high level;
number of travels for goods purchase per 3 months is approximately 5 times averagely;
average expenses on goods purchase each time is 2,307 Baht with a trend to return for
the goods purchase again and will recommend other persons to come for goods
purchase, as well.
As a result of hypothetical test, it is found that customers of different ages
have the behaviors on goods purchase on the aspect of number of travels for goods
purchase per 3 months differently with implicitly statistical significance at the level of
0.05 and the service market mix on the aspect of the prices and places have the effect
on goods purchase behavior on the aspect of the number of travels for goods purchase
per 3 months; the service market mix on the aspect of physical characteristics and
pattern on the leading of life, activities and interests have the effect on goods purchase
behavior on the aspect of the expenses on goods purchase each time. In addition, the
goods purchase behavior on the aspects of the goods purchase each time has the
effect on the trend on the goods purchase behavior on the aspect of a return for goods
purchase again and the goods purchase behavior on the aspect of the number of
travels for goods purchase per 3 months has the effect on the trend on the goods
purchase behavior on the aspect of goods purchase behavior on the aspect of
recommending the other persons to come for goods purchase. | en_US |
