FACTORS AFFECTING THE DECISION MAKING IN BROADBAND INTERNET SERVICE SELECTION OF USERS IN CHONBURI PROVINCE

Abstract

The objectives of this research were 1) To study decision making in broadband internet service selection of users in Chonburi province.  2) To compare decision making in broadband internet service selection of users in Chonburi province, classified by demographic factor and 3) to study marketing mix factors affecting decision making in broadband internet service selection of users in Chonburi province, including  broadband internet users in Chonburi province that couldn’t  determine the exact number. The researcher focused the sample size by using a formula unknown population with the reliability was 95% to allow an errors to not exceed 5% and use the accidental sampling method. The sample of 385 people were gathered using a questionnaire and the data analyzed were presented in percentage, mean, standard deviation and hypotheses test used  t - test and  the     F - test and analyzed with  paired significant difference by Scheffe’s method  and factors affecting decision making in broadband internet service selection was used the multiple regression analysis  by  enter regression method.

The results were as follows:

1. The majority of respondents were female at 70.65 % , between 18 – 30 years old was at 52.47% ,  the single status was at 56.10%  , bachelor degree level was at  71.43 %, monthly income was between 15,001-20,000 baht at 40.78% and  self-employed / retail trade  were at 44.68%.


2. Marketing mix factors level of broadband internet service users in Chon Buri as a whole was at the high level. When considering individual aspects all were at the high level; ranking in descending order to mean: product was at the highest level, followed by the distribution channels , physical appearance, price, personnel , process and marketing promotion was at the lowest level.


3. The comparison of decision making in broadband internet service selection of users in Chonburi province, classified by demographic found that the different of gender, age, marital status, education level, occupation and monthly income had decision making service selection at 0.05 level of significance in accordance with the hypothesis setting.


4. The level of decision making in broadband internet service selection as whole was at the high level.


5. Marketing mix factors affecting decision making in broadband internet service selection of users in Chonburi province found that marketing mix factors (7P’s) that Product, Price, Distribution Channel, Physical Evidence affecting the positive decision making in broadband internet service selection of users in Chonburi province  at 0.05 level of  significance in accordance with the hypothesis setting. By marketing promotion factor not affect decision making in broadband internet service selection of users in Chonburi province in accordance without the hypothesis setting.  7 variables of marketing mix factors were described variations of 89.8 percent of decision making in broadband internet service selection.