MARKETING MIX THE DECISION OF SERVICES USER CAPITAL SECURITY COMPANIES IN UBONRATCHATANI

Abstract

The main objective of this research is aimed to study the marketing mix factors, which affecting the selection   of   securities     companies   in   Ubon Ratchathani province. The sample groups are 311 general investors who utilize the service of securities companies in Ubon Ratchathani province. Questionnaires were used as the measuring instrument. The outcome were found that confidence-values are equal to .885. The statistics data were analyzed by using frequency, percentage, mean, standard deviation, T-test and one-way analysis of variance. By determining the statistical.

The results of this study illustrated that the sample groups’ opinions to the marketing mix is very important for the selection of securities companies in Ubon Ratchathani province. In addition, the hypothesis test showed that in the overall, the investors with gender, age, status, occupation, experience in buying securities and with different reasons to invest in securities have opinions on marketing mix of securities companies in Ubon Ratchathani province was no significant difference at the level of .05 In consideration with each aspect, the investors with different educational levels have different opinions on marketing mix in the aspect of product of securities companies in Ubon Ratchathani province with statistical significance at the level of .05 and also found different opinions on the marketing mix of securities companies in Ubon Ratchathani Province in marketing promotion and personnel aspects with statistical significance at the level of .05.