Factors of Integrated marketing communication and Marketing Mix influencing personal car purchase decisions of users in Surat Thani Province
Keywords:
marketing mix, integrated marketing communication, decision to purchaseAbstract
The aims of this research to 1) study integrated marketing communications affecting users'personal car purchasing decisions in Surat Thani Province. 2) Study the marketing mix that influences users' personal car purchasing decisions in Surat Thani Province. 3) Study integrated marketing com-
munications and the marketing mix that influences users' personal car purchasing decisions. In Surat Thani Province. It is quantitative research. The sample size was used using Taro Yamane's calculation formula. The sample population consisted of 400 people purchasing personal cars in Surat Thani Province. Data were collected by answering questionnaires. Analyzes were performed using statistics: frequency, percentage, mean, and standard deviation. and multiple regression analysis The research results found that 58 percent of respondents were male. The most purchased car brand was HONDA The results of the research according to the objectives found that 1) Integrated marketing communications had the greatest effect on the decision to purchase personal cars of users in Surat Thani Province (x̄ = 4.52) arranged from highest to lowest as follows. Public Relations Sales promotion, advertising, salesperson Direct marketing 2) Most of the sample group gave importance to the marketing mix. At the highest level (x̄ = 4.50) arranged from highest to lowest. Process side Physical characteristics 3) Most of the sample group used the personal car purchasing decision process of users in Surat Thani province at the highest level in every aspect statistic at the .05 and integrated marketing and marketing mix that influence users' personal car decisions in Surat Thani Province.
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