THE IMPACT OF MARKETING MIX, CONSUMER CULTURE, AND PERCEIVED VALUE TOWARDS CONSUMERS’ PURCHASE DECISION OF DURIAN FROM THAILAND

Abstract

The aim of this study was to explore the influence exerted by marketing mix, consumer culture, and perceived value of the Durian from Thailand. A sample of 402 individuals was selected from the population of Chinese. The data collection was carried out via wjx.cn, an online questionnaire. For the statistical analysis, various methods were employed. Frequency and percentage calculations were used to summarize the distribution of responses across different categories. The mean and standard deviation were computed to measure the central tendency and the spread of the data respectively. Additionally, multiple regression analysis was utilized to determine the relationships between the independent variables (marketing mix, consumer culture, perceived value) and the dependent variable (consumer purchase decision in Durian from Thailand). The results revealed that marketing mix, consumer culture, and perceived value affected to consumers’ purchasing decision of durian from Thailand at the statistical significant level of 0.05.