Marketing Factors Affecting Consumer Purchasing Behavior Of People In The Situation Of Covid-19, Khon Kaen Province, Thailand

  • Supakorn Maikami, Boonpeng Sittivongsa, Sanya Kenaphoom
Keywords: Marketing, Buying Behavior, COVID-19 Situation

Abstract

The situation facing countries around the world must admit that it has a huge impact on the livelihoods of the population. Due to the epidemic situation of COVID-19, the choice of people who want to live a safe life correlates with perceived risk and overall electronic service behavior. How to change what affects the Consumer purchase behavior of people in the situation of COVID-19. Therefore, this research aims (1) to explore the Consumer purchase behavior of people in the situation of COVID-19 in Khon Kaen Province. (2) To analyze marketing factors that affect Consumer purchase behavior of people in the situation of COVID-19 in Khon Kaen Province, and (3) to study development guidelines for Consumer purchase behavior of people in the situation of COVID-19 in Khon Kaen Province. The research used a mixed research method with a sample of 400 people, and 10 interviews. Quantitative data using descriptive statistics and multiple regression analysis. Data from in-depth interviews using content analysis methods. The results showed that:

  1. Consumer purchase behavior of people in the situation of COVID-19 in Khon Kaen Province overall in all aspects was found to be at a moderate level. Considering each aspect, it was found that satisfaction, problem management, and satisfaction, respectively.
  2. Marketing factors affecting Consumer purchase behavior of people in the situation of COVID-19 Khon Kaen Province in all aspects including problem perception, Alternative Evaluation, and sales channel had predictive coefficient in the raw score (b) of 0.348, 0.302, and -0.060 respectively. The marketing factor variables affecting the Consumer purchase behavior of people in the situation of COVID-19 with no statistical significance at the 0.05 level were safety and purchase decision. However, all variables together predict marketing factors that affect Consumer purchase behavior of people in the situation of COVID-19 for 96.1%, There is an error equal= ±.01305 (F = 158.965; P-value =0.01)

Guidelines for the development of Consumer purchase behavior of people in the situation of COVID-19 in Khon Kaen Province; (1) problem management: it is necessary to learn to look at problems that are not important. Understand the current situation. Identify what is the problem, determine the solution to the problem, seriously consider the problems that arise and improve the problem of people's buying behavior of consumer goods. And help each other find ways to create behaviors to solve problems, including the process of buying consumer goods in the current situation of COVID-19 effectively. (2) Convenient: It is necessary to create livelihoods that are consistent with the current situation for the development of Consumer purchase behavior of people in the situation of COVID-19. There are standards to ensure the comfort and convenience of the environment in the purchase of consumer goods with safety in everyday life, and facilities according to the trends of the current situation. (3) Satisfaction: It is necessary to improve the efficiency of the service system to make it more convenient and faster to facilitate people in choosing to buy consumer products in the situation of COVID-19. Cultivate and create awareness of service work and have knowledge and ability to apply new information technology to use in purchasing consumer goods in order to make people's purchases of consumer goods more efficient and satisfying.

Published
2021-08-30
How to Cite
Sanya Kenaphoom, S. M. B. S. (2021). Marketing Factors Affecting Consumer Purchasing Behavior Of People In The Situation Of Covid-19, Khon Kaen Province, Thailand. Design Engineering, 4850-4859. Retrieved from http://www.thedesignengineering.com/index.php/DE/article/view/3877
Section
Articles