Marketing factors sociological effects and attitude which influence to the buying of sufficiency economics book for population in Bangkok

Abstract

This survey was conducted from 480 samples that were randomly conducted by typical sampling method. Data were collected by using "Influence of Marketing, sociological factors and attitudes have towards influencing the buying decision of Sufficiency Economic books." questionnaires. The result of this research found that: Marketing factors have effects upon buying decision of sufficiency economic books with factors such as product, price, place, promotion have effect in decision making of buying sufficiency economic book at 0.05 significance level. Sociological factors also show influence in buying sufficiency economic books with attributes such as family values, source of news, social class, and social values affecting decision of buying sufficiency economic books at significant level 0.05. Attitudes relative effects on buying sufficiency economic books decision making can be segregated into different interest groups. Only attitudes of the group who have heard or aware and the group of applied of concept of sufficiency economy philosophy have no effect on their buying decision. In the group who understand the philosophy attitudes shows no effect towards their buying decision. Lastly in the group who understand the philosophy the outcome shows no relevance on their buying decision. Highly educated group with post graduate studies' attitudes have tendency to think that sufficiency economic philosophy tend constraint progress. The higher age group showed limited interest to sufficiency economic philosophy.