| dc.description.abstract | The objectives of thisresearch wereto : Factors that Affect Buyers Behaviors in
Market Shopping: Case Study of Don Wai Floating market Nakhon Pathom Province.
to study the relationship between the personal factors of customers and the
marketing-mix factors affecting the buying-decisions at the open-air Don Wai Floating
market Nakhon Pathom Province According tocomponents as follows :product, price,
distribution, and promotion. The populationof this research was consumers who bought
products at the open-air Don Wai Floating market Nakhon Pathom Province. The samples
of 400 people were selected from customers at the open-air Don Wai Floating market
Nakhon Pathom Province. using the infinite populationformula.Thequestionnaires wereused
to gather data, which were analyzedin order to find the meanofdecisive behaviors’ opinion
levelbyclassifying personal factors. The statistics used were T-test, One-way ANOVA, and
the pair test of Scheffe.Theanalysis results found that most ofthe respondents were
femaleswhose age ranged 31-40years old. They had a bachelor’s degree and their
occupation asgovernment/state enterprise employees. Most of them have average income
of 10,001 –20,000 bath per month. The factors affecting their decisive behavior, it was
found that they bought the most food products. The person influencing on buying was
buyersthemselves. The type of buying decision was making a decision within one day and
they paid for 500-1,500bath per time. When considering overall marketing-mix factors, it
was found that the sample had mean and standard deviation atahighlevel. Also,
considering each of aspects , it was revealed that marketing-mix factors of thesample was
atahighlevelby productaspects were the highest average,followed by promotion and
priceaspects.The comparisonresults between the opinionlevelof marketing-mixfactors and
the buying-decision behaviorat the open-air Don Wai Floating market Nakhon Pathom
Province, which were classified by gender and education level. The finding showed
thatthere was no significant differencefor thesample’s opinion level.However, there was
significant difference among samples with different age, occupation, and average income
per month. Suggestion to improve the open-air
Don Wai Floating market Nakhon Pathom Province follows :product
aspectsshouldhavevarieties of the products, priceaspectsshould have beenmore bargains,
distributionaspectsshould have beenclean and have been more delivery, and sellers
should have been promoted to consistent hospitality | en_US |
