The Impact of Marketing Mix on Generation Z's Mobile Phone Case Purchasing Decisions in Chiang Mai, Thailand

Abstract

Background and Aim: The proliferation of smartphones, particularly among Generation Z, has propelled the mobile phone case market into a period of remarkable growth. This research investigates the factors influencing the purchasing decisions of Generation Z students in Chiang Mai province, Thailand, regarding mobile phone cases. Materials and Methods: A quantitative research methodology was employed, utilizing a questionnaire administered to 385 Bachelor's degree students across various universities in Chiang Mai province. The data analysis encompassed descriptive statistics, correlation analysis, and multiple regression analysis to rigorously test hypotheses related to the impact of the marketing mix (product, price, place, and promotion) on purchasing decisions. Results: The research unequivocally establishes that all elements of the marketing mix significantly influence purchasing decisions among Generation Z students. Price is the most salient factor, followed by place, product, and promotion. Regression analysis confirms this influence (p < 0.05) with price (b = 0.251) exerting the strongest effect. The model accounts for 40.5% of the variance in purchasing decisions (R² = 0.405, Adjusted R² = 0.398, F = 64.561, p < 0.001), suggesting other factors also contribute to consumer behavior. These findings underscore the need for a comprehensive marketing strategy targeting Generation Z consumers, optimizing each element of the marketing mix. Conclusion: This study confirms the pivotal role of the marketing mix in shaping consumer behavior within the mobile phone case market. The results highlight the need for businesses to adopt a holistic marketing strategy that considers the relative importance of each element, with a particular emphasis on price and distribution channels. These insights can inform targeted marketing efforts and product development initiatives to effectively cater to the preferences of Generation Z consumers.