The marketing mix factors that influence the purchase decisions of safety equipment for workers in Khlong Luang District, Pathum Thani Province

Abstract

This research aimed to 1) study the personal factors of consumers who purchase safety equipment in Khlong Luang District, Pathum Thani Province; (2) examine the levels of consumer opinions toward the 4Ps marketing mix of safety equipment; and (3) analyze the marketing mix factors that influence consumers’ decisions to use safety equipment. The sample consisted of 400 consumers, and data were collected using questionnaires. Descriptive statistics, difference testing, Pearson’s correlation analysis, and multiple regression analysis were employed. The research findings revealed that: (1) personal factors, particularly occupation and income, significantly influenced consumer opinions toward the marketing mix; (2) consumers’ overall opinions toward the marketing mix were at the highest level (overall mean = 4.64); and (3) consumers’ decisions to use safety equipment were most strongly influenced by price and product quality.