| dc.description.abstract | The purposes of this research were 1) to study the personal factors of Mahachai Market customers, 2) to study coconut sugar buying behavior of Mahachai Market customers, 3) to study the factors of marketing mix associated with coconut sugar buying behavior of Mahachai Market customers, 4) to study the relationship between personal factors and coconut sugar buying behavior of Mahachai Market customers, 5) to study the relationship between marketing mix and coconut sugar buying behavior of Mahachai Market customers, The population was 200 coconut sugar buyers in Mahachai Market. The research instrument and to collect data was questionnaire. The statistics used to analyze the data were frequency, percentage, mean, standard deviation and Pearson chi-square. The data were analyzed by SPSS.
The research found that 1) the most Mahachai Market customers were female, age range in 35 - 45 years, monthly income was in a range of 25,001 – 35,000 Baths and lived in the central region. 2) coconut sugar buying behavior of Mahachai Market customers found that reason to buy was for family consumption, the an average quantity bought was 1-5 kgs, cost of buying was 101 - 300 Bahts, the frequency of buying is one time per month, coconut sugar was bought in small cups and one who influenced decision was oneself. 3) marketing mix associated with coconut sugar buying behavior of Mahachai Market customers found consumers has high level satisfaction and when considered each aspect, the highest level satisfaction was price and product, high level satisfaction was place and the moderate level satisfaction was promotion. 4) relationship between personal factors and coconut sugar buying Behavior of Mahachai Market customers were positive in gender, age, income and place of living at statistically significance of .05 level, and 5) relationship between marketing mix and coconut sugar buying Behavior of Mahachai Market customers were positive in place and promotion at statistically significance of .05 level. | en_US |
