INFLUENCE OF THE 4PS MARKETING STRATEGY FACTORS ON CONSUMERS’ DECISIONS TO PURCHASE HEALTHY CLEAN FOOD IN PATHUM THANI PROVINCE, THAILAND
Keywords:
Marketing Mix (4Ps), Purchase Decision, Healthy Clean FoodAbstract
This research article on the influence of the 4Ps marketing strategy factors on consumers’ purchasing decisions regarding healthy clean food in Pathum Thani Province, Thailand, aimed to study the levels of personal factors, the 4Ps marketing mix factors, and the decision-making process for purchasing healthy clean food among consumers in Pathum Thani Province, Thailand. In addition, the study aimed to examine the effects of the 4Ps marketing mix factors on consumers repurchase decisions for healthy clean food in Pathum Thani Province, Thailand. The population used in this research consisted of consumers who decided to purchase healthy clean food in Pathum Thani Province, Thailand. The sample size for this study was determined using Taro Yamane’s (1973) formula for an unknown population size at a 95% confidence level, resulting in a total sample of 400 respondents. The research instrument used for data collection was a questionnaire. The questionnaire began with a screening question asking whether the respondent regularly consumed healthy clean food. If the respondent answered “No,” they were not required to continue with the questionnaire. However, if the respondent answered “Yes,” they were asked to complete the remaining questions.The findings revealed that the 4Ps marketing mix factors played a significant role in the purchasing decision-making process for healthy clean food among consumers in Pathum Thani Province. In particular, the product and place (distribution channel) factors were rated at a high level. Therefore, clean food business operators should emphasize product quality development, establish standards for cleanliness and nutrition, and expand both online and offline distribution channels to improve accessibility and convenience for consumers. Furthermore, appropriate promotional activities should be implemented to enhance customer satisfaction, encourage repeat purchases, and build long- term brand loyalty. The study also found that differences in personal factors influenced consumers’ purchasing decisions for healthy clean food differently.
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