| dc.description.abstract | The objectives of this research are: (1) to study the demographic factors that influence decision making in buying home appliances through the Shopee application of generation X (2) to study how the marketing mix such as product, price, place, promotion influences the buying decision of home appliances through Shopee application of generation X. The 400 samples were drawn from 10 districts in Ratchaburi province using the convenient sampling method, statistics analysis done under 95 percent confidence interval with significant level 0.05.
The results show that: (1) demographic factors like gender, age, and income affected consumer buying. Education and occupation did not affect the consumers’ buying decisions. (2) Product, price place promotion affected the buying decisions of home appliances through the Shopee application of generation X in Ratchaburi province. The Regression Analysis using R2 was applied to determine the relationship between marketing mix and problem recognition, information findings, alternative assessment, consumer decision making, and reaction after buying. The R2 are 0.62, 0.53, 0.59, 0.58, and 0.62, respectively. The consumer problem recognition and response after buying are higher in the relationship of R2. In conclusion, the consumer buying decisions of home appliances through the Shopee application are related to the marketing mix, problem recognition, and the reaction after buying. | en_US |
