Factors Affecting the Consumers' Decision Making in Investing in Long-Term Equity Funds in Bangkok

Abstract

The purpose of this research was as follows: (1) to study the demographic factors effecting on customer’s decision-making to invest in long term equity fund of the consumer in Bangkok. (2) To explore the Marketing-mix factors of Asset Management Company effecting on customer’s decision-making to invest in long term equity fund of the consumer in Bangkok.  (3) To study the internal and external factor effecting on customer’s decision-making to invest in long term equity fund of the consumer in Bangkok. This Research is a quantitative analysis by using survey research method and will be collecting the data by using the questionnaire. The sample are person who liable to income tax in aged between 25-55 years (The working age) who invest in LTF or are likely to invest in LTF who work in the business areas of eight districts including Wattana, Phayathai, Pathumwan, Bangrak, Huay Kwang, Chatuchak, Sathon and Rat Burana, which is the major business area of Bangkok. Research findings were as follows: (1) Demographic factor has no effect on the consumers’ decision-making to invest in long term equity fund of the consumer in Bangkok with statistically significant at the 0.05, (2) Marketing-mix factor of Asset Management Company such as place promotion physical evidence people and process has an effect on the consumers’ decision-making to invest in long term equity fund of the consumer in Bangkok with statistically significant at the 0.01 and (3) Internal and External have an effect on the consumers’ decision-making to invest in long term equity fund of the consumer in Bangkok.