Factors Affecting the Acceptance of PTT Super Power Diesel B7 Oil Products in Mueang District, Songkhla Province
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Abstract
This research aims to study attitudes regarding factors of knowledge about oil products and service marketing mix factors that affect the acceptance of PTT Super Power Diesel B7 oil products by users of PTT gas stations in Mueang District, Songkhla Province. The study will reveal the factors that make service users accept new products like PTT Super Power Diesel B7, which is still a new product and needs to be improved until it becomes popular in the market. The sample group involved 400 users of PTT Super Power Diesel B7 in Muang District, Songkhla Province. This study applied a questionnaire as a research tool with the reliability of 0.96. In accordance with descriptive data analysis, the analyzation concerned frequencies, means, and standard deviations. For inferential data analysis, it used multiple regression analysis.
The results found that the majority of respondents were males aged between 36 and 45 years and possessed a bachelor's degree. They also had a career in government service or state enterprises. The aspects with the highest average scores were communication attitude, general knowledge of the product, and the product-service market mix. In addition, motivational attitudes, general knowledge, and specific knowledge about oil products, and the marketing mix of product services, price, location, promotion, process side, and physical characteristics affected the acceptance of PTT products. This research will be a great benefit to PTT gas station operators in developing strategies for acceptance of its products by consumers. Operators of other brands in the product and gas station industry can use the research findings to enhance the development process of oil products, making them more appealing to consumers.
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