THE INFLUENCE OF THE MARKETING MIX (4PS) ON PURCHASING BEHAVIOR TOWARD PLASTIC-PACKAGED SNACKS AMONG BANSOMDEJCHAOPRAYA RAJABHAT UNIVERSITY STUDENTS
คำสำคัญ:
Marketing Mix, 4Ps, Purchasing Behavior, Snack Foods, University Students, Promotion Strategies, Thailandบทคัดย่อ
The snack food industry is a rapidly growing sector in Thailand, yet localized empirical
evidence on student consumer behavior within university retail environments remains limited.
This study aims to investigate the level of purchasing behavior toward plastic-packaged snacks and to analyze the influence of the marketing mix (4Ps: Product, Price, Place, and Promotion) on purchasing behavior among students at Bansomdejchaopraya Rajabhat University. Employing a quantitative research design, data were collected from 400 undergraduate students using a structured questionnaire developed with 5-point Likert scales. Validity was assessed through the Index of Item-Objective Congruence (IOC), and reliability was confirmed via Cronbach's Alpha coefficients ranging from .789 to .864 (overall α = .945). Data were analyzed using descriptive statistics, Pearson correlation analysis, and multiple linear regression. The regression model explained 53.9% of the variance in purchasing behavior (R² = .539, F = 115.519, p < .001). The findings reveal that Promotion (β = .402, p < .001), Price (β = .175, p = .003), and Product (β = .161, p = .002) has a significant influence on students' purchasing behavior, with Promotion being the strongest predictor. The study concludes that campus retailers and snack brands should shift strategic focus from expanding physical distribution to implementing dynamic promotional campaigns and maintaining competitive pricing. These findings validate the marketing mix framework in a localized context and provide actionable, evidence-based insights for retail managers and university administrators.
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