การตัดสินใจซื้ออะไหล่รถยนต์ของลูกค้า: กรณีศึกษาร้านเสรีชัย อำเภอเมือง จังหวัดศรีสะเกษ

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สลิลทิพย์ ขจรเงิน
ธรรมวิมล สุขเสริม

Abstract

                This research was a quantitative research. The purposes of this research were as follows (1) to study social, cultural and economic factors which related to customer purchasing decisions of automobile parts in Sereechai shop, Mueang district Si Sa Ket province (2) to study social, cultural and economic factors which affected customer purchasing decisions of automobile parts in Sereechai shop, Mueang district Si Sa Ket province. The sample size was customers of Sereechai shop consisted of 230 persons using the convenience sampling method. The research instrument was a questionnaire. The statistics was Pearson’s sample correlation analysis and multiple regression analysis.The results of this research revealed that (1) social and economic factors significantly correlated with customer purchasing decisions at the statistical level of 0.01. The cultural factors significantly related to the customer decision-making at the statistical level of 0.05 and (2) social and economic factors significantly affected purchasing decisions at the statistical level of 0.01, while cultural factors significantly affected purchasing decisions at the statistical level of 0.05.

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บทความวิจัย