PSYCHOLOGY AND EDUCATION (2021) 58(4), ISSN 1553 - 6939 Article Received: 22th November,2020; Article Revised: 26th March, 2021; Article Accepted: 26th April, 2021 The deciding factors in market purchases during the spread of the COVID-19 virus Sup Amornpinyo1 1 Faculty of Interdisciplinary, Khon Kaen University, Nong Khai Campus, Thailand Email: [email protected] ABSTRACT 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. Keywords purchasing decision, consumer behavior, flea market, marketing mix Introduction Fruit and vegetable markets were significantly impacted by the spread of the novel coronavirus SARS-CoV-2 (and Currently, the COVID-19 pandemic is affecting the world’s COVID-19 disease) (Richards, T. J., & Rickard, B., 2020). economy, impacting trade both domestically and Saowanee Khunkhuntod. (2010: 1) studied consumer internationally. The public is incurring additional costs to behavior towards purchasing product from flea market in prevent infection by buying health masks or handwashing muang district nakhon ratchasima. It was found that the gels. The government’s stay-at-home order has reduced factor that most influences the choice of a community flea incomes, caused stress and mental health problems among market is its proximity to a consumer’s home. Purchases can the people of Thailand. easily be made as discussed by Thongrawd, C., & These problems are not limited to Thailand. The global Saninmool, A. (2016: 2). It was found that several key economy has been negatively impacted. Thailand’s domestic factors affect purchase decision-making in the market. They economic growth has slowed. The 12th Economic and include the 1) products, 2) market location, 3) price, and, 4) Social Development Plan focuses on economic growth in marketing promotions. terms of investment for both the public and private sectors. Nong Khai is a province in the northeast of Thailand. Its This is to promote community self-reliance, stimulate longest border is the Mekong River, across from Laos. It has entrepreneurship and promote small enterprises (Sutabutr, a population of 353,022 people aged 15 and over, Nong T., 2012). Khai consists of 9 Districts and 62 Tambons (Nong Khai The spread of the COVID-19 virus has caused consumers to Provincial Statistics Office, Q1/2016), with the Tha Sadet change their eating habits away from the purchase of food Market and Walking Street markets, both of which are products on demand. They adjusted their purchasing popular with Thais and foreign tourists. Therefore, the behavior to buy necessities from community shops or flea current study examines market shopping decision factors markets near their homes. They buy cheaper products with during the COVID 19 outbreak as a case study. It focuses on quality that is appropriate for the price or quantity and they the factors and determines the causal relationship of factors buy products that are appropriate for the current economy. that affect market purchases. This may be beneficial to The proliferation of flea markets is an indicator of a market operators facing similar characteristics. community’s economy at the grassroots level. Especially, 4127 www.psychologyandeducation.net PSYCHOLOGY AND EDUCATION (2021) 58(4), ISSN 1553 - 6939 Article Received: 22th November,2020; Article Revised: 26th March, 2021; Article Accepted: 26th April, 2021 Research objectives A. (2019, November) studying An IoT-based electronic price-tag for food retail. The current study has several research objectives. They are: 1. to examine the causal relationship of purchasing Place decision factors in a flea market during the COVID-19 pandemic in a case study in Nong Khai Province, Thailand. The issue of place is the issue paid much attention to as it is 2. to check the consistency of empirical data. considered the main factor in the spread of disease. It is found to have the element of Safe travel from the work of Literature Review Kask, S., Kline, C., & Lamoureux, K. (2011) and the issue of Close proximity to the flea market, from the study of Marketing mix Turcotte, J., Kirzinger, A., Dunaway, J., & Goidel, K. (2017) in The many layers of local: proximity and market The definition of a marketing includes the factors that can influence on news coverage of the Deepwater Horizon oil be controlled to influence customers’ purchasing decisions. spill and the issue of Orderly arrangement of products and It consists of four components: 1) products, 2) prices, 3) ease of walking, from the study of Utto, G., Utto, W., distribution, and 4) marketing promotion Somjit Kaewmahawong, S., Lawong, P., & Seethon, N. (2020) in Luanjamroen. (2019: 40-54). These are a combination of the Factors Affecting Retailers’ Decisions on Participating products in a distribution system, a price structure and Activities in Displaying Products and Providing Services marketing promotion activities. The marketing mix will According to Safe Fresh Market Concept. change when there are changes in market conditions such as in the economy, politics and society. It is important that the Promotion marketing mix is developed to respond to the needs of consumers. Witthawat Rungruangphon. (2013: 24-25) stated For the promotion on the decision making to purchase of the that this mix is a factor in the buying and selling processes. consumers, there are some issues of Having a price tag Products are offered in a way to achieve the goals of traders showing a special price for introducing new products from and consumers with attention to the four aforementioned the study of Bagatini, F. Z., Wagner, R. L., & Rech, E. components. (2019, September) studying The effects of a price tag presentation on the purchase intention of new products and Product the stimulation of purchasing volume with Discounted prices when buying large quantities as it is related to the The study of Chayet, S., Kouvelis, P., & Yu, D. Z. (2011) on reduction of travel in the spread period, and from the work Product variety and capacity investments in congested of Yang, P. C. (2004) on Pricing strategy for deteriorating production systems focuses on the issue of The variety of items using quantity discount when demand is price products which is the fundamental element of Product. sensitive. There is also the public relation via the online There is also the issue of Quality of the product causing the channel especially during the period of staying home consumers to be relieved from the pandemic. This is also campaign when the consumers popularly spend their free consistent with the study of Yuen, E. F., & Chan, S. S. time on the online media as Promotion through various (2010) studying The effect of retail service quality and media Martinus, H., & Anggraini, L. (2018). product quality on customer loyalty and the issue of Useful life of the products of Mukherjee, K., Mondal, S., & Flea Markets Chakraborty, K. (2017) studying the Impact of various issues on extending the useful life of a product through A market means a place where people gather to buy, sell, product recovery options. exchange products. Usually they occur at appointed dates, times, and places. Hansson, N., & Brembeck, H.