Marketing Factors Influent in Buying Children English Book, Bangkok

The purpose of this study was to determine marketing factors and customer behavior influent in buying Children English book. The samplings were 154 school children parents from kindergarten to third grade school level at Sarasas Witaed Nimitmai school by using a check list and rating scale questionnaire as the study tool for quantitative study. The descriptive and inferential statistics used for data analysis of percentage, mean, standard deviation, Chi-square, and regression analysis. Findings indicated that most of respondents were females, age between 26-30 years old, work for private corporations, bachelor degree graduated, and monthly income at least 25,000 baht, and preferred to buy light blue color shade book cover, considering content of the book, and monthly purchased spending at least 50-199 baht each time from bookstore at the shopping mall. The average opinions of marketing mix such as products were at high level from these aspects; content, knowledge, quality, publishing standard, cover page design, appropriate prices, and channel of distribution with conveniently access. As for sale promotion, should offer discount prices, create special event, and advertise thru multimedia during new books introduction. The hypothesis revealed that the personal different such as gender, education, occupation, income had influent in marketing factors and customer behavior in buying Children English book. As for personal age had no affect in customer behavior in buying Children English book. Which all of these factors have relationship with marketing factors and customer behavior influent in buying Children English book by means of statistic significant at 0.05 level. The recommendations from this study were that publishers should focus on selecting children English book which appropriate for children age, design with exciting color, reasonable prices, discount prices, free gift, and create special event during sale promotion.