Marketing Factors Influence Consumers’ Buying Products from Vending Machines in Muang District, Chiang Mai Province

Abstract

This research studies marketing factors influencing consumers’ buying decision-making process products from vending machines in Muang district, Chiang Mai province. The purposes of this research are (1) To study consumer behavior in purchasing products from vending machines, (2) To study the marketing factors that influence purchasing decisions, (3) To study the buying products decision-making process from vending machines, and (4) to forecast consumer's buying decision making products from vending machines. The group was 385 samples using descriptive statistical analysis, including percentage, frequency, mean, stand deviation, and inferential statistics, including the Pearson correlation coefficient and Multiple regression analysis to create equations to predict the decision-making process of buying products from vending machines. The study found that most of the sample were female, aged between 26-35 years old, working as private employees, education in a bachelor's degree or equivalent with an average monthly income of not more than 15,000 baht. The consumers decide to buy products from vending machines at department stores. Popular drinking menus include fruit, juice, water, and milk. The reason for buying is personal preference, and the price is more affordable than general stores. Most of which have the purpose of choosing to buy for personal consumption once a week, 1-2 pieces per time. And consumers will compare prices before buying decision-making. Hypothesis testing using the Pearson correlation coefficient. It was found that marketing factors were related to purchasing decisions. at the significance level of 0.01, and the results of the multiple regression analysis showed that four independent variables were process and personnel, price, place, and product. Influencing the purchase decision process from vending machines with statistical significance at the 0.01 level. Another one variable influencing the decision-making process of buying products from vending machines. With statistical significance at the 0.05 level, equations can be written to predict the decision-making process for purchasing products from vending machines as follows: Consumers' purchase decision-making process from vending machines (Y) = 0.303 + 0.248 (Process and personnel) + 0.220 (Price aspect) + 0.166(Place aspect) + 0.191(Product aspect) + 0.037(Marketing aspect)