本研究探討消費者態度與行銷組合對泰國消費者購買超自然產品的穆特魯（Mutelu）行為的影響。研究採用量化調查法，針對698位年滿18歲並有購買穆特魯（Mutelu）產品經驗的泰國消費者進行問卷調查。
研究結果顯示，多數消費者為年輕、單身女性，收入偏低，主要購買與財運相關的聖物飾品，並透過社群媒體平台進行交易。在態度因素中，「情感面（Affective）」對購買決策的影響最為顯著；在行銷組合四P中，「產品（Product）」和「促銷（Promotion）」因素的影響最大。整體而言，消費者的態度與行銷組合皆對購買行為具有顯著影響，顯示情感連結與有效的行銷策略在此利基市場中扮演關鍵角色。

This study investigates how consumer attitudes and the marketing mix influence the purchasing behavior of Thai consumers toward Mutelu products. Using a quantitative survey method, data were collected from 698 Thai respondents aged 18 and above with prior experience buying Mutelu products.

	Results show that most buyers are young, single females with lower income levels. Purchases commonly involve sacred jewelry for financial or luck-related purposes, mostly via social media. Among attitude factors, the affective component had the strongest influence on purchase decisions. In the marketing mix, the product and promotion factors played the most significant role. Overall, both consumer attitudes and marketing mix elements significantly affect purchasing decisions, highlighting the importance of emotional appeal and effective marketing strategies in this niche market.

ACKNOWLEDGEMENT	I
ABSTRACT	II
LIST OF FIGURES	VII
LIST OF TABLES	VIII
CHAPTER 1 INTRODUCTION	1
1.1 Background	1
1.2 Purpose	4
1.3 Research Questions	4
1.4 Scope of the Research	4
1.5 Benefits	5
CHAPTER 2 LITERATURE REVIEW	6
2.1 Attitudes	6
2.2 Marketing Mix	10
2.3 Consumer Purchase Decision	13
2.4 Demographic Characteristics	19
2.5 Related Research	22
2.6 Conceptual Framework	25
CHAPTER 3 RESEARCH METHODOLOGY	28
3.1 Research Model	28
3.2 Hypotheses	29
3.3 Research Sample and Sampling Methods	29
3.4 Research Instrument	30
3.5 Instrument Validation	35
3.6 Data Collection and Analysis	36
CHAPTER 4 DATA ANALYSIS AND FINDINGS	37
4.1 Findings from Descriptive Statistics Analysis	38
Part 1: The Demographic Profile of Respondents	38
Part 2: Customer Behavior Towards Mutelu Products	42
Part 3: Marketing Mix Factors Towards Mutelu Products	45
Part 4: Attitude Factors Towards Mutelu Products	51
Part 5: Purchasing Decisions of Mutelu Products	53
4.2 Findings from Inferential Statistics Analysis	55
4.2.1 Pearson’s Correlation Coefficient	55
4.2.2 Multiple Regression Analysis	56
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS	61
5.1 Summary of Research Findings	61
5.1.1 Summary of Descriptive Statistical Analysis	61
5.1.2 Summary of Hypothesis Testing Results	65
5.2 Discussion of Research Findings	66
5.2.1 Attitude and Purchasing Decisions of Mutelu Products	66
5.2.2 Marketing Mix and Purchasing Decisions of Mutelu Products	66
5.3 Recommendations for Applying Research Findings	67
5.4. Research Limitations	69
5.5 Suggestions for Future Research	70
REFERENCES	71
APPENDIES	75
QUESTIONNAIRE (ENGLISH-THAI VERSION)	76

List of Figures
Figure 1-1: Model of the Three-Component View of Attitude	7
Figure 3-1: The Reasearch Framework	28

List of Tables
Table 3.1 Summary of questionnaire item	32
Table 4.1: Gender	38
Table 4.2: Age	39
Table 4.3: Marital Status	39
Table 4.4: Religion	40
Table 4.5: Education Level	40
Table 4.6: Occupation	41
Table 4.7: Monthly Income	41
Table 4.8: Types of Beliefs	42
Table 4.9: Types of Mutelu Products	43
Table 4.10: Purpose of Buying	44
Table 4.11: Price Range Per Item	44
Table 4.12: Purchasing Channels	45
Table 4.13: Marketing Mix Factors – Product	45
Table 4.14: Marketing Mix Factors – Price	47
Table 4.15: Marketing Mix Factors – Place	48
Table 4.16: Marketing Mix Factors – Promotion	49
Table 4.17: Cognitive Factors of Attitude Towards Mutelu Products	51
Table 4.18: Affective Factors of Attitude Towards Mutelu Products	52
Table 4.19: Purchasing Decisions of Mutelu Products	53
Table 4.20 Presents the results of the Pearson’s Correlation Coefficient test between attitudes, the marketing mix, and purchasing decisions of Mutelu products.	55
Table 4.21: Multiple Regression Analysis Results – Determining the Relative Influence of Attitudes on Purchasing Decisions of Mutelu Products	56
Table 4.22: Multiple Regression Analysis Results – Determining the Relative Influence of Marketing Mix on Purchasing Decisions of Mutelu Products	57
Table 4.23: Multiple Regression Analysis Results – Determining the Relative Influence of Attitudes and Marketing Mix Factors on Purchasing Decisions of Mutelu Products	59
Table 4.24: Summary Table	60

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