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Abstract

ABSTRACTThe objectives of this research are: 1) To study Halal instant noodle consumption behavior of consumers in the 3 southern border provinces 2) To study marketing mix factors (4P�s) that affect buying decision process of Halal instant noodles of consumers in the 3 southern border provinces. The sample are 400 consumers using purposive sampling. This research is a quantitative research. The instruments of this research are questionnaire. The data analysis used descriptive statistics: percentage, average and standard deviation. For the analysis of inferential statistics is Multiple Regression Analysis. The study found that: 1) The consumers in the 3 southern border provinces like to eat Halal instant noodles as Brand B. The popular flavor is Tom Yum Kung flavor. Most people take 1 unit each time which has the decision to purchase by themselves. The cost of each purchase does not exceed 20 baht. The most popular places to buy is grocery store near home. The most consumers like eat at night meals. 2) Hypothesis testing results found that marketing mix factors (4P's) affect to buying decision process of Halal instant noodles of consumers in the 3 southern border provinces with statistical significance at the 0.05 level. Can be separated into factors as follows: Product factors affect buying decision process in terms of Need Recognition, Identification of Alternatives, Evaluation of Alternatives and Purchasing Decision. Price factors affect buying decision process in terms of Need Recognition and Evaluation of Alternatives. Place factors affect buying decision process in terms of Evaluation of Alternatives, Purchasing Decision and Post Purchasing Behavior. Promotion factors affect buying decision process in terms of Identification of Alternatives, Evaluation of Alternatives and Purchasing Decision.Keyword : Consumer Behavior, Marketing Mix, Buying Decision Process

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