dc.contributor.author | Thaweethamthaworn, Thanyamon | en_US |
dc.date.accessioned | 2018-08-16T10:37:04Z | |
dc.date.available | 2018-08-16T10:37:04Z | |
dc.date.issued | 2018-08-16 | |
dc.identifier.uri | http://repository.rmutp.ac.th/handle/123456789/2693 | |
dc.description | วิทยานิพนธ์ (บธ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2559 | en_US |
dc.description.abstract | This research was conducted with the aim to identify personal factors and the
factors of the marketing mix that influenced the decision to buy beauty drinks. It also
looked at the marketing mix factors that were associated with the decision to buy
beauty drinks. A sample of 400 people was selected through purposive sampling and
snowball sampling. The instrument used to collect data was a rating scale
questionnaire and interviews categorized by their professions. The statistics used in
this research were statistical hypothesis testing, Pearson Correlation Coefficient,
qualitative analysis (interviews), t-test Independent, and F-test at the level of statistical
significance of .05. The results were as follows.
1) The analysis of individual factors showed that the majority were females
between 26-30 years old with diplomas with an average income per month from 10,001
to 20,000 baht.
2) Personal factors influencing the decision to purchase beauty drinks were
high in the overall purchasing decisions.
3) The result of the study to examine the relationship between the marketing mix
associated with the decision to purchase beauty drinks was positively and moderately
correlated with the marketing mix in 7 aspects. | en_US |
dc.description.sponsorship | Rajamangala University of Teehnology Phra Nakhon | en_US |
dc.subject | the marketing mix | en_US |
dc.subject | purchasing decision | en_US |
dc.subject | consumers | en_US |
dc.subject | beauty drink | en_US |
dc.subject | ส่วนผสมทางการตลาด | en_US |
dc.subject | การตัดสินใจซื้อ | en_US |
dc.subject | ผู้บริโภค | en_US |
dc.subject | เครื่องดื่มเพื่อความงาม | en_US |
dc.title | Impact factors of the marketing mix on bangkok consumers’ decisions to buy beauty drinks | en_US |
dc.title.alternative | ปัจจัยส่วนผสมทางการตลาดที่มีอิทธิพลต่อการตัดสินใจซื้อเครื่องดื่มเพื่อความงาม (beauty drink) ของผู้บริโภคในกรุงเทพมหานคร | en_US |
dc.type | Thesis | en_US |
dc.contributor.emailauthor | arit@rmutp.ac.th | en_US |