Marketing Mix Factors that Affect Consumer's Purchasing Behavior of Digital Camera Accessories in Bangkok

Abstract

This research aimed to study 1) the marketing mix factors influencing consumers’ purchase of digital camera accessories in Bangkok, 2) the purchasing behavior of consumers regarding digital camera accessories in Bangkok, 3) the marketing mix factors that influenced consumers’ purchasing behavior of digital camera accessories in Bangkok. A sample of 400 respondents was surveyed using a questionnaire. Data were analyzed using percentage, mean, and multiple regression analysis. The results found that 1) the marketing mix factors were found to be very important, with personal factors ranked first, followed by product, distribution, price, and promotion. 2) Most consumers purchased microphones for video content creation, considering usability features, paying in cash, making decisions by themselves, with an average expenditure per purchase not exceeding 10,000 baht, and average purchase of 2.47 times per month. 3) Marketing promotions significantly influenced consumers’ purchase of digital camera accessories in Bangkok at the statistical significance level of 0.05. This research highlighted the necessity to adjust marketing strategies according to consumer needs to enhance sales efficiency in the digital camera accessory market.