Marketing mix affecting cinema purchase decision in Bangkok

Abstract

Watching movies in cinema is a popular channel for moviegoers for a long time. In addition to the cinema, there are also online movie channels giving viewers more choices. Therefore, cinema operators should continue to develop business to meet moviegoers needs. The purpose of this independent study is to study marketing mix that affect cinema purchase decision in Bangkok. The sample group of 400 was selected and the questionnaire was used as an instrument for data gathering. Statistics used for analysis included Percentage, Mean, Standard Deviation, t-test, one-way ANOVA, least significant difference: LSD of 0.05 level and Multiple Regression. The results of this study show that most sample group are female who had bachelor degree, age between 26-30 years old, work for private employees and earn 20,001-25,000 THB per month. Overall group rated marketing mix factors at the high level. When considering each aspect, the sample group paid highest attention to place followed by price, product and promotion. Hypothesis testing found that there is differences in demographic factors which are age, occupation and income affect purchase decision. On the other hand, there is no differences of demographic factors in gender and education. In addition, the results reveal that the marketing mix factors affect on purchase decision are product, place, promotion but not price.