Factors Affecting Credit Card Usage in Bangkok Shopping Centers
Keywords:
Marketing mix, Decisions, Perception, Credit cardsAbstract
The objective of this research project is to study factors which affect the decision to use credit cards in Bangkok shopping centers that consist of demographic factors Marketing mix factors (4Ps) and perception factors. In which the researchers collected data using questionnaires survey from 400 samples of those people who used credit cards in Bangkok shopping centers. The statistic of the analysis included Percentage, Mean, Standard Deviation, Pearson Chi-Square analysis and Somers' D relationship measurement. The results found that most of credit card users who used credit cards in the Bangkok shopping center was administered to female, 20-29 years old, bachelor's degree, professional employees in private companies / stores and income between 30,001-60,000 baht/month. The study of the relationship between demographic factors and the decision to use credit card in Bangkok shopping centers showed that ages is statistically different significance at the level of 0.05. The study base on 4Ps marketing mix factors which affect the decision to use credit cards in Bangkok shopping centers showed that marketing mix factors are statistical significance in overall at a high level and were dominated by promotion, place, product, and price respectively. In addition to the study of perception factors, the result revealed that most of credit card users received and recognized information about products and promotions of credit card usage through online media (Website and Facebook) and also found that public relations media affecting the decision to use credit card in Bangkok shopping centers at a high level and statistically different significance at the level of 0.05.
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