The deciding factors in market purchases during the spread of the COVID-19 virus

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Sup Amornpinyo


The current COVID-19 pandemic has caused many problems to people. For example, the cost of living becomes higher while the income does not increase. People are unemployed or have been reduced working hours. The consumer products have higher prices causing people with low income cannot afford enough resources for their daily expenditures. As a result, most consumers have to change their consumption behaviors. From those who used to buy products based on the credibility of the brand in the department store, they adapt to shopping in the community, stores located near their houses, or flea markets to reduce the cost of products and travel. They buy products with the focus on making the most use and worthiness. This research examines the causal factors that affect purchasing decisions of consumers who shopped at the Flea Markets in Nong Khai. Six hundred consumers who shopped at a flea market answered a questionnaire and were included in the sample of the current study. The purpose of this research is 1) to examine the causal relationships between a marketing mix and consumer behaviors that affect the decision to purchase in the flea market. 2) to examines the conformity of empirical data using Confirmatory Factors Analysis (CFA) on each factor and examines construct validity using Statistic Program. In this research, the population surveyed in Nong Khai Province was 600 people in the age of over 15 years in the flea market area of Nong Khai Province. Multi Stage Sampling was done consisting of the form with the defined quota, defined district size and market size and the random-size form by drawing lots. The sample groups consisted of Muang District, Tha Bo District, Phon Phisai District, and Si Chiang Mai District, respectively, based on the size of the districts from big to small. The questionnaires were used as research tools. 

Examination of the causal relationship between the marketing mix and consumer behavior affecting their decisions to purchase in the flea market was done. It was found it that the distribution factor affected decisions to purchase in this flea market at =0.01. The product factor affected decisions to purchase in this flea market at =0.05. Price and promotional factor influence on decisions to purchase were not statistically significant. The findings also show that the distribution factor in terms of convenience and safety has the greatest factor weight such as entrance-exit determination and screening, wearing mask all the time, keeping a distance of at least 1 meter between persons, having adequate soap and water or hand sanitizer available, having market clean daily especially the bathroom, zoning the sales of products,  classification for fresh food, ready-made food, determining the number of people, duration, and not organizing activities that cause the gathering of service users, etc.

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