วารสารวิทยาลัยบัณฑิตเอเซีย ...

The research objectives were: (1) to study basic personal information relating to marketing mixes affecting behavior (2) To study the marketing mix of the consumers in the bakery in Mueang Nakhon Ratchasima District, and (3) to study the relationship between personal information and the marketing mix on the purchasing decision behavior of consumers in Mueang Nakhon Ratchasima District. The sample consisted of 400 samples, accidental sampling. The research instruments were questionnaires. The statistics used for data analysis are frequency distribution, calculation of percentage, average, standard deviation, hypothesis testing with Chi Square. The research found that: 1. Most respondents are female = 73.00%, marital status = 56.80%, age between 31-40 years = 33.00%, Bachelor's degree education = 54.00 %, occupation, government official / state enterprise employee = 35.50%, and earning between 10,001 - 20,000 baht = 30.00% respectively. Behaviors of consumers in decision making to buy bakeries in Mueang Nakhon Ratchasima District include the frequency of buying bakeries 5-6 pieces per week = 29.20 %, the amount of buying 4 - 6 bakeries at a time = 51.00, the cost of buying bakery goods is less than 100 baht per time = 63.80%, the reason of buying bakery is because it has beautiful appearance = 54.80%, and the place to buy bakery in minimart = 45.20%, respectively. 2. Most respondents responded to the evaluation of the marketing mix that affects the bakery buying behavior of consumers in Mueang Nakhon Ratchasima District, found that promotion aspect Marketing ( = 3.92), the distribution promotion ( = 3.91) in the Process ( = = 3.89), Employees ( = 3.88), Physical characteristics ( = 3.87), Prices ( = 3.82), Products ( = 3.80) respectively. 3. The results of the hypothesis testing at the statistical significance level of 0.05 were personal data related to bakery purchasing behavior of consumers in Mueang Nakhon Ratchasima District, found that: 1) frequency of buying bakery items related with age and income, 2) the opportunity to buy a bakery correlated with gender, age and education level, 3) reasons to buy a bakery correlated with gender, age, status, education level and income, 4) the place to buy bakery items is related to the education level and marketing mix correlated with the purchasing decision behavior of consumers in Mueang Nakhon Ratchasima District, found that: 1) the frequency of bakery purchases, correlated with the product, price, promotion, promotion of marketing staff and processes and physical characteristics, 2) quantity of bakery items purchased correlate with the product, price, and staff and physical characteristics, 3) the cost of buying bakery have a relationship with staff, 4) the opportunity to buy a bakery related to the employees, the process and the physical characteristics, 5) the form of buying a bakery correlated with the price, sales promotion marketing promotion, staff, process, and physical characteristics, 6) the place to buy the bakery related with the price, marketing promotion, staff, process and physical characteristics respectively.