Marketing Factors, Sociological Effects, and Attitudes upon Sufficiency Economy’s Book Purchase of People in Bangkok Metropolitan

Abstract

The research of the factors influencing people’s purchase of the book about sufficiency economy in Bangkok was aimed at studying 1) attitudes towards sufficiency economy 2) marketing factors and book purchasing behavior about sufficiency economy 3) sociological effects upon sufficient economy and 4) factors influencing people’s purchase of the book about sufficiency economy in Bangkok. The questionnaires were constructed as a tool for collecting data from 400 samples of the people in Bangkok who used to purchase the book about sufficiency economy. The results of hypotheses tests at the statistical significance of 0.05 showed that 1) awareness, knowledge, liking and preference in attitudes towards sufficiency economy had no influence upon a purchase of the book about sufficient economy 2) marketing factors including product, price, promotion and place had influence upon purchase of the book about sufficiency economy 3) sufficiency economy book purchasing behavior, the number of the books about sufficiency economy had influence upon book purchasing behavior 4) morality and sufficiency aspect in sociological effects had influence on sufficiency economy book purchasing behaviors.