Factors affecting consumer purchasing decisions for quality durian in Rayong Province, Thailand

The findings revealed that the majority of durian consumers were women. The average age was 36.97 years old. The majority were married and had a bachelor’s degree or higher. Most consumers worked for non-government businesses and earned an average monthly income of less than 20,000 Thai baht, living in a shared household of less than five people. The study found that the marketing mix factors found to be important to the decision to buy quality durian at the highest level consisted of price (mean = 4.35), product (mean = 4.33), service process (mean = 4.31), people (mean = 4.21), physical evidence (mean = 4.20), promotion (mean = 4.20), and place (mean = 4.14), respectively. Multiple regression analysis revealed that three key factors significantly influenced consumer purchasing decisions. From demographic variables, education level showed a significant negative relationship (β = -0.147, p = 0.038) and household size demonstrated a significant positive relationship (β = 0.153, p = 0.026). Among the marketing mix variables, only price emerged as a statistically significant predictor (β = 0.209, p = 0.049).