The Service Marketing Mix Factors in customer’s view That Affecting The Decision To Buy Second Hand Cars In Amphoe Muang, Nakhon Ratchasima
Keywords:
Marketing mix, buying decisionAbstract
The study of marketing mix factors in the view of consumers affecting the decision to buy used cars in Mueang District Nakhon Ratchasima Province Research objectives are to study demographic factors, consumer behavior and marketing mix factors from the consumer's point of view that affects the decision to buy used cars at Mueang district Nakhon Ratchasima Province. The population in this research aged 20 years and older, which may be used car or those interested in second hand cars who are living in Mueang District Nakhon Ratchasima Province for 400 samples. This research used purposive sampling. It was divided into 2 parts: 1) questionnaire for 200 secondhand car users and 2) questionnaire for 200 secondhand automobile users. The data were collected and analyzed by descriptive statistics. It shows the percentage and uses inferential statistics for testing of research hypothesis. The statistical significance level at 0.05. The statistics used were t-test, multiple regression. The research results are (1) different personal factors does not affect the decision to buy a used car. There are 135 males or 33.8% and 265.2 female or 66.2%. Most of the respondents are women aged 20-29 years, single status, most of them have bachelor degrees or higher. They are private company employee. The average income is 10,001 - 20,000 baht per month. (2) The consumers behavior in two aspects that affect the decision to buy secondhand cars, namely the second hand car price level and the reason for buying second hand cars affect the decision to buy a used car with a statistically significant level of 0.05 because the value of Sig <0.05 (3) the marketing mix factors affect the decision to buy a used car, such as communication factors, distribution channels, consumer demand factors and the price factor with a statistically significant level of 0.05 because the value of Sig <0.05 is the benefit of the research to guide the marketing plan of business operators for buying and selling ,developing sales models and quality of used car sales.
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