The Impact of Marketing Mix, Consumer Culture, and Perceived Value Towards Consumers’ Purchasing Decision of Durian from Thailand

Abstract

This study aimed to explore the influence of marketing mix, consumer culture, and perceived value on the purchasing decisions of Chinese consumers regarding Thai durian. The three independent variables of this study were marketing mix, consumer culture, and perceived value. The sub-variables of marketing mix factors included product, price, place, and promotion. A total of 402 individuals were carefully selected from the vast Chinese population to form the sample via convenience sampling method. The data collection process was efficiently carried out through an online questionnaire on the platform wjx.cn. For a comprehensive statistical analysis, various methods were utilized. Frequency and percentage calculations were done to understand the distribution of responses. Mean and standard deviation computations were performed to measure the central tendency and variability of the data. Additionally, multiple regression analysis was employed to determine the relationships between the independent variables (marketing mix, consumer culture, and perceived value) and the dependent variable (consumers’ purchasing decision). The results revealed that, at the 0.05 statistical significance level, the marketing mix, consumer culture, and perceived value all had a significant influence on consumers’ purchasing decision of Thai durian, thus highlighting their crucial roles in this particular consumer behavior context.