FACTORS EFFECT PURCHASE DECISION - MAKING IN STREET FOOD OF TOURISTS AT THE AREA OF PHRA PATHOM CHEDI IN NAKHON PATHOM PROVINCE
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Abstract
The objectives of this study were 1) study the personal factors affecting purchase decision making in street food of tourist at the area of Phra Pathom Chedi in Nakhon Pathom Province, 2) to study the behavior factors affecting purchase decision making in street food of tourist at the area of Phra Pathom Chedi in Nakhon Pathom Province, and 3) study the service marketing mix that factors affecting purchase decision making in street food of tourist at the area of Phra Pathom Chedi in Nakhon Pathom Province. The data were collected from 400 questionnaires. By using the Coefficient of search (Index of Item Objective Congruence: IOC), The Questionnaire has a consistency index of more than 0.50 in order to be able to use this query. With a reliability of 0.93 the statistics used in the data analysis were descriptive statistics which were percentage, average, standard deviation.
The results of personal factors were found education and occupation that affect purchase decision making in street food of tourist at the area of Phra Pathom Chedi in Nakhon Pathom Province are different in term of the behavior of using the service. The season to buy street food is to reduce hunger, the tourist companion is a family. Frequency of traveling to buy street food more than 4 times, the time of traveling to buy street food is on weekends and holidays by all factors of service behavior. Affecting purchase decision making in street food of tourist is not different the importance of the marketing mix factors of tourist traveling to buy street food of tourist at the area of Phra Pathom Chedi in Nakhon Pathom Province. Overall, the high level (mean = 3.87) When considered in each aspect, it was found that the highest mean was product (mean = 4.04). And the aspect with the least mean is making promotion average (mean = 3.73). All marketing mix factors affect purchase decision making in street food of tourist at the area of Phra Pathom Chedi in Nakhon Pathom Province.This research will give benefits to street food tourism promotion in accordance with Nakhon Pathom strategic. Being a good host for sustaining food tourism in Nakhon Pathom Province.
Article Details
The published article is a copyright of the Academic Journal of Thailand National Sports University. The passage appeared in each article in this academic journal is a perspective of each author which is not related to the journal. Each author is required to be responsible for all components of his/her own article. If there are any mistakes, each author must be responsible for those mistakes on his/her own.
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