Warach Madhyamapurush, Pannanat Saksirikhun, Numtip Smerchuar, Sitthisak Pinmongkhonkul
The study of marketing mix factors affecting the purchase of cultural souvenirs in Phayao Province is twofold. Firstly, to study the decision-making behavior of purchasing cultural souvenir products in Phayao Province. Secondly, to compare the differences of marketing mix factors affecting the purchase of cultural souvenirs in Phayao Province. The data was collected through a questionnaire from a sample group of 400 Thai consumers who traveled to Phayao Province. The collected data was analyzed by employing descriptive statistics, t-tests, and ANOVA in order to test the research hypotheses.
The results showed that the marketing mix factors with the highest effect on purchasing cultural souvenirs in Phayao province were the proposition (x̄=4.23), followed by the product (x̄=3.98), package (x̄=3.88), price (x̄=3.85), physical evidence (x̄=3.84), people (x̄=3.83), place (x̄=3.82), process (x̄=3.75), and promotion (x̄=4.23). The marketing mix factors of various personal factors of the respondents on gender, age, and average monthly income showed significant difference (p<0.05).