| dc.description.abstract | The purposes of this research were : 1) to study the general information of the respondents and marketing mix factors, 2) to study on purchasing behavior of fresh flowers from the invention business of consumers in Muang District, Phuket Province, 3) to study on relationship between general information of respondents and purchasing behavior of fresh flowers from consumer goods business in Muang District, Phuket Province, and 4) to study on the relationship between marketing mix factors and buying behavior of fresh flowers from the consumer invention business in Muang District, Phuket Province. Samples were consumers living in Muang District, Phuket, and had purchased 400 fresh flowers from the invention business in Muang District, Phuket Province. The instruments used is the statistical questionnaire used in data analysis include frequency value, percentage value, mean value, standard deviation value and Pearson Chi-square. Statistical analysis using computer program.
The results showed that : 1) most of the consumers are female between 20 and 29 years old. Have a bachelor's degree. Most of occupation is private business such as trade or general contractor. Average monthly income is about 20,001 - 30,000 Baht. Most of consumers are living in Phuket. Consumers emphasize to the factor of marketing mix. Overall and individual aspects are at a high level, 2) Consumers have a reason to buy fresh flowers for use in ceremonial or important events. They choose fresh bouquet of flowers for a price range of 501 - 1000 baht. By buying about 2-3 times a year, most consumers will buy red roses. Consumers often buy to congratulate others or make their own buying decisions, 3) The relationship between the general information of the respondents viz sex, age, education level, occupation, income per month and habitat and behavior of buying fresh flowers from the consumer invention business in Amphoe Muang, Phuket Province found that the relationship between all was statistically significant at the .05 level, and 4) The relationship between marketing mix with behavior of buying fresh flowers from the consumer invention business in Amphoe Muang, Phuket Province found that product, price and distribution channels have relationship but Marketing promotion does not have a relationship with behavior of buying fresh flowers from the consumer invention business in Amphoe Muang, Phuket Province found that the relationship between all was statistically significant at the .05 level. | en_US |
