CONSUMERS’ INFORMATION SEEKING, MARKETING MIX FACTORS, AND BUYING BEHAVIOR OF LAWN MOWERS IN CHANTHABURI PROVINCE

Abstract

This research aims to compare demographic differences with lawn mower information
seeking with demographic differences with lawn mower marketing mix factors and to compare
demographic differences with lawn mower purchasing behavior. On analysis, it was found that
farmers with different demographic characteristics had different information seeking on lawn
mowers. It was found that most of the sample group had mostly sought information from online
media. Farmers with different demographics paid different attention to the marketing mix factors
related with the lawn mowers. It was found that the sample group gave the greatest importance 
to management factors about people or employees. Farmers with different demographics exhibited
different buying behavior of lawn mowers. In addition, the demographic characteristics were
different in case where to buy, people who influence on their purchase decision, price rank,
installment period, and buying behavior.