The Influence of Marketing Mix Factors on the Purchase Decision of Hobbs Brand by Generation Y Consumers

Abstract

This research aimed to: 1) study the general characteristics of the marketing mix (7Ps) and the purchasing decisions of Generation Y consumers for the Hobbs brand, and 2) examine the influence of the marketing mix (7Ps) on the purchasing decisions of Generation Y consumers for the Hobbs brand. Data were collected from 400 Generation Y customers who had previously purchased Hobbs brand products both online and offline using a questionnaire. The data were analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation, and hypothesis testing was conducted using multiple regression analysis.

The research findings revealed that: 1) The majority of the sample were female, aged 31–35, with a bachelor's degree or equivalent, employed in private companies, earning a monthly income of 15,001–30,000 Baht, and were single. The level of satisfaction with the marketing mix and the purchasing decisions for Hobbs brand products among Generation Y consumers was high. 2) The marketing mix factors, including product, price, promotion, service personnel, and physical environment, significantly influenced purchasing decisions at the .05 level.