Decision Processes for Online Product Purchases in Bangkok Metropolis
This study aims to 1) examine the decision processes for online product purchases in Bangkok Metropolis and 2) identify the influencing marketing mix of such decisions. The sample comprises 400 online shoppers in Bangkok Metropolis. The data were collected using questionnaire handouts. In general, the hypothesis test indicated that the online shoppers shared indifferent buying decision processes. The findings also revealed that the decision processes affected promotional marketing, distribution channels, and pricing strategies.
Keywords - Buying decision, Marketing mix