Marketing Research that studied factors related to buying behavior of consumers at Nai-In bookshop, Thaprajan branch. This research is studying and collecting data from customers who come for the service. It was found that most of the consumers were female, aged 21-30 years, single status, education at the level below a bachelor's degree, mostly students and college students, average income per month less than or equal to 10,000 baht. The overall opinion on the marketing mix of the service was at a good level. When separated by aspects, it was found that the distribution channel was at a very good level, product aspect, price aspect, marketing promotion, people or staff, physical appearance, and the process aspect is at a good level.

       For the overall brand value reviews are at a high level. When considered by aspects, it was found that the aspect of brand awareness, quality caused by brand awareness, aspect of brand awareness caused by brand, and brand loyalty were at high levels. In addition, consumers tend to buy books on average the most seven times a month. The most average cost is 3,500 baht per time. The date of the most frequent visits to the bookstore is uncertain but usually use the service during the time 16:00-18:00. The person who has the most influence on the decision to buy a book is themselves. In the future, consumers are more likely to use the service again and will recommend other people to buy products at Nai In's shop Tha Prachan branch as well.

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Title: Factors Related to Buying Behavior of Consumers at Nai-In Bookshop, Thaprajan Branch

Creator: Nuchnapa Khunlayanavijai

Classification: ว.พ 658.834072 น724ป