The purposes of this
research were to 1) study
behavior of consumers in Bangkok affecting decision to buy processed mulberry
products for health, and 2) studythe
factors of marketing mix influencing consumers' decision to buy processed
mulberry products for health in Bangkok. The samples in
this study were 400 consumers in Bangkok, selected by purposive sampling.A
questionnaire wasa research toolfor collecting data. The data wereanalyzed with
computer programsthrough descriptive method in term of frequency, percentage, mean, standard deviation andregression.It
was found thatconsumers’ decision-making
behavior of processed mulberry products for health showed a high level of
demandon the whole;and marketing mix factors in 4 aspects including products,
prices, places of sale and sales promotion affected the Bangkok consumers'
purchasing of processed mulberry products for health at a level of statistical
significance of 0.05.