Consumer Purchasing Behavior and Marketing Mix Factors Influencing OTOP Product Acquisition in Kamphaeng Phet Province

Abstract

The objectives of this research were 1) to study the purchasing behavior of OTOP product buyers in Kamphaeng Phet Province. 2) to study the marketing mix factors that affect the purchasing of OTOP products in Kamphaeng Phet Province.

A survey using questionnaires was conducted with a sample of 324 people who had previously purchased OTOP products in Kamphaeng Phet Province, selected through stratified random sampling. Data were analyzed using percentage, mean, and standard deviation. The research findings revealed: 1) The most frequently purchased OTOP product was food, followed by textiles and clothing. The most important purpose for purchasing OTOP products was for personal consumption, followed by family use. The most common purchasing decision was made immediately upon seeing a suitable price, followed by when seeing a desired product. 2)The overall marketing mix factors influencing the purchase of OTOP products in Kamphaeng Phet Province were at a high level. The factors, in order of importance to purchasing decisions, were product, price, distribution channels, and marketing promotion.