OPINIONS TOWARDS MARKETING MIX FACTORS INFLUENCING THE PURCHASING DECISION OF HYDROPONIC VEGETABLES AND CONSUMER CONSUMPTION BEHAVIORS FROM HEALTH ECONOMIC PERSPECTIVE

Abstract

As consuming contaminated toxic food have adverse effects on health. Therefore, this article aims to study about consumers’ opinions towards marketing mix factors influencing purchasing decision and consumption behaviors of hydroponic vegetables. A sampling group of 143 first-year students of Faculty of Business Administration at St Theresa International College is selected as a Purposive Sampling. The questionnaire is used which it consists of personal information and a survey form of Consumers’ Opinions towards Marketing Mix Factors influencing purchasing Decision and Consumption Behaviors of Hydroponic Vegetables. The quality of the used tool obtains 90 in validity/reliability. Statistical analysis is calculated by the percentage and standard deviation. Opinions derived from students towards marketing mix factors are most on product and marketing promotion issues which has the highest average of 3.95 and 3.95 (SD.54). Price and Place matters are the second importance having 3.73 and 3.61 (SD .07 .68) respectively. The result of this research apparently shows the importance of opinions towards marketing mix factors used to make purchasing decision of hydroponic vegetables according to the order of priority as follows: 1) Product, 2) Promotion, 3) Price and 4) Place. According to consumers consumption behaviors of hydroponic vegetables based on Health Economic, the demand will increase when the price is low while supply should render simultaneously best benefits to consumers; for example, an offer of a wide variety of fresh, cheap or with discount of hydroponic vegetables including places where they are thoroughly accessible.