Marketing Mix and Brand Value that Affect Consumers’ Purchasing Behavior of Honey Products from Phupha Farm Insects

Abstract

This article's objectives include 1) the study of the effect of the marketing mix on the behavior of buying honey products from insects, 2) brand valuation that affects the decision to buy honey products from insects, and 3) analyze the relationship between the marketing mix and brand value that affects the behavior of buying honey products from insects. The research model is a quantitative research model, which is based on the concept and theory of marketing mix and the theory of brand value as a research framework. The research area is limited to Amphawa District, Samut Songkhram Province. The sample group selected for this research is 400 users of honey products from insect repellents. The sample selection is convenient (Convenience Sampling). The tools used to collect data collection include 2 types: 1) questionnaire 2) Data analysis form using basic statistics.

The results of the research according to the objectives of item 1 found that consumers often choose to buy products with convenient distribution channels and reasonable prices. For item 2, it was found that brand awareness and brand loyalty have an important impact on purchasing decisions. Consumers often choose familiar and trusted products. Article 3 found that the relationship between brand value and marketing mix plays an important role in motivating purchasing decisions. It is a factor that helps increase purchasing efficiency. In conclusion, the important factors that affect the decision to buy honey products from insects are creating brand awareness, continuous communication and expanding sales channels to increase access and stimulate effective purchases in the long term.