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The relationship between marketing mix and buying decision process on the online shopping in Thailand

Author

Listed:
  • Songporn Hansanti

    (Department of Marketing, Kasetsart University)

  • Daoroong Aiyadech

    (Department of Marketing, Kasetsart University)

  • Wilawan Somsuk

    (The Young Executive M.B.A. Program, Kasetsart University)

Abstract

The objectives of this study were 1) to study the buying decision process of the consumers on Central Online Shopping website, 2) to study the personal factors influencing the priority of consumers? buying decision process on Central Online Shopping website, 3) to study the relationship between marketing mix and buying decision process on Central Online Shopping website. The study found that the majority of samples were female, age between 25-30 years old, single status, education with graduated bachelor degree and work as the employees in private company with the average income per month Less than or equal to 40,000 baht. Moreover, different occupations were influencing the priority of consumers? buying decision process on Central Online Shopping website. The marketing mix had positive relationship with the buying decision process.

Suggested Citation

  • Songporn Hansanti & Daoroong Aiyadech & Wilawan Somsuk, 2018. "The relationship between marketing mix and buying decision process on the online shopping in Thailand," Proceedings of International Academic Conferences 7208830, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:7208830
    as

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    File URL: https://iises.net/proceedings/36th-international-academic-conference-london/table-of-content/detail?cid=72&iid=014&rid=8830
    File Function: First version, 2018
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    More about this item

    Keywords

    Marketing mix; online shopping; Thailand;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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