การประชุมวิชาการระดับชาติ ครั้งที่ 16
มหาวิทยาลัยราชภัฏนครปฐม

          The Research on “Marketing and service mix that affect consumer purchasing behavior in the Kunawan Market, Kamphaeng Saen District. Nakhon Pathom Province” Objectives: 1. To study personal factors that affect consumers' purchasing decisions in Kunawan Market, Kamphaeng Saen District. Nakhon Pathom Province 2. To study the marketing and service mix factors (4P1s) that affect consumer purchasing decisions in Kunawan Market, Kamphaeng Saen District. Nakhon Pathom Province of consumers. The researcher conducted the study using Quantitative research (Quantitative Method Research) and collected data from people who had previously purchased consumer products in the Kunawan Market, Kamphaeng Saen District. Nakhon Pathom Province, 400 people, using convenience sampling methods. And find the confidence value by testing with 40 people who have previously purchased products from consumers. The questionnaire obtained reliability values for marketing mix factors between 0.76-.091 and obtained reliability values for consumer purchasing decisions in the Kunawan Market, Kamphaeng Saen District, between 0.88-0.92. Statistics used in data analysis include percentages, averages, and standard deviations. Independent t- test, One-way analysis of variance, Correlation analysis and multiple regression analysis.

The results of the research found that:

            1. Consumer purchasing decisions in Kunawan Market, Kamphaeng Saen District Nakhon Pathom Province When classified according to personal factors, it was found that there was no statistically significant difference.

2. Influence of the marketing and service mix on consumer purchasing decisions in Kunawan Market, Kamphaeng Saen District. Nakhon Pathom Province found that the influence of marketing mix factors affecting consumers' purchasing decisions in the Kunawan Market, Kamphaeng Saen District. Nakhon Pathom Province for consumers consists of service factors (b=0.27) and price factors (b=0.09). The equation has a predictive power of 0.38 percent and the equation can be written as follows:

Y_tot = 1.69** + 0.27 X₁ **  +0.01 X₂  +0.09 X₃ *  +0.04 X₄   +0.03X₅