The Relationship between Marketing Factors and Choosing Behavior of Independent Tire Shop Customers (Sale and Change) in Muang District, Phitsanulok Province
Keywords:
Independent Tire Shop (Sale and Change), Marketing Factors, Service Usage BehaviorAbstract
The purposes of this research were to study about the individual factors which related to select service behavior and the 7Ps marketing factors which related to select an independent tire shop (sale and change) in Muang District, Phitsanulok Province. The sample consisted of 406 service users. A questionnaire was used as a tool. Data were analyzed, including frequency, percentage, mean and standard deviation. Hypotheses were tested using t-test, one-way ANOVA and chi-Square. The results of this study indicated that all 7Ps marketing factors were at a high level. The hypothesis test results found that the respondents with different personal factors, including gender and monthly income had a different opinion towards marketing mix factors with a significant level of 0.05. However, age, educational, and occupation did not affect marketing factors. When analyzing the relationships found that personal factors were related with the behavior of using the service in all aspects, except what are the most selective services and average frequency of service usage/month, which was not related with personal factors. The marketing factors are Product Place Promotion People and Physical evidence were related with the behavior of service usage except Price and Process factor.
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