การสื่อสารการตลาดที่มีอิทธิพลต่อการตัดสินใจซื้ออาหารทะเล ของผู้บริโภคในเขตกรุงเทพมหานคร

Abstract

The purpose of this research was to investigate the effect of marketing communications on purchasing decision of seafood in Bangkok. This research was quantitative research, and the survey was conducted from 385 people. By analyzing multiple regression analysis. Analysis at 0.05 confident. The study In terms of communication found the first is sold by staff, the second is direct marketing, and the last is public relations direct marketing the effect of purchasing decision of seafood in Bangkok. Explain The variable of the variance of on purchasing decision of seafood in Bangkok. These predictor accounted for (𝑅 2 = 0.176) the predicted equation can be stated as follow Y = 2.291 + 0.141𝒙𝟏 (sold by staff) + 0.136𝒙𝟐 (direct marketing) + 0.122𝒙𝟑 (public relations) The study found the suitable for those who are interested or business owners selling seafood. To plan marketing communications to target customers interested in and consuming fresh seafood effectively