Relationship of marketing communications to fish sauce buying behavior of consumers in the central region

Abstract

The purposes of this research are (1) to study the marketing components that influence fish sauce buying behavior of consumers in The Central Region, and (2) to study the influence of viral marketing (word-of-mouth marketing) on buying behavior of consumers in The Central Region. The instrument used in the study is a questionnaire. The data are analyzed by using frequency, percentage, mean, standard deviation T-Test, and F-Test The results of the research are as follows: The subjects chose fish sauce by looking at the expiry date and bought 1 to 3 bottles of 700 ml. fish sauce at the price of 21 to 30 baht, and often found that the color of authentic fish sauce would change. The majority of subjects were greatly influenced by television advertising and sale promotion of ‘buy 1 get 1 free’ at points of sale for the buying of fish sauce in The Central Region. The monthly expense of consumers buying fish sauce in The Central Region was between 5,000 and 10,000 baht. Fish sauce buying behavior of subjects for various age groups, education levels, occupations and average incomes showed significant difference at the 0.05 level. Price and sale promotion were related to fish sauce buying behavior at a significant level of 0.05.