Attitudes and Marketing Mix Influencing Consumers' Purchase Intention of Fresh Dates in Bangkok and Its Vicinity

Abstract

This research aims to: (1) study the levels of attitude factors, marketing mix factors, and purchase intention factors for fresh dates among consumers in Bangkok and its metropolitan area, (2) examine the attitude factors influencing the purchase intention of fresh dates among consumers in Bangkok and its metropolitan area, and (3) investigate the marketing mix factors affecting the purchase intention of fresh dates among consumers in Bangkok and its metropolitan area. Data collection was conducted using a non-probability sampling method, specifically convenience sampling, with a total of 384 respondents who were consumers of fresh dates in Bangkok and its metropolitan area. The research instrument was a questionnaire, which had an overall reliability coefficient of 0.764. Data analysis was performed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics through multiple regression analysis.

The research findings revealed that (1) the overall level of attitude factors toward the purchase intention of fresh dates among consumers in Bangkok and its metropolitan area was at the highest level, while the overall level of marketing mix factors influencing purchase intention was high; (2) the attitude factor that significantly influenced the purchase intention of fresh dates was the behavioral component, at a statistical significance level of 0.05; and (3) the marketing mix factors that significantly affected purchase intention were product, distribution channels, and marketing promotion, at a statistical significance level of 0.05.