MARKETING MIX FACTORS IN CONSUMERS' DECISION TO BUY USED CARS IN CHACHOENGSAO PROVINCE

Abstract

    The research study on marketing mix affecting factors towards consumers ‘decision to purchase used automobiles In Chachoengsao Province. The objective were to 1 ) study the level of marketing mix factors in consumers’ decision to purchase used automobiles In Chachoengsao Province, to 2) study the level of consumers ‘decision to purchase used automobiles In Chachoengsao Province, to 3 ) study the marketing mix affecting factors towards consumers’ decision to purchase used automobiles In Chachoengsao Province. The population used in studying were the used automobiles purchasers in Chachoengsao
province. Which could not specify the exact amount. The researchers determined the sample size by using an unknown population number formula with a 95% confidence level, allow no more than 5 % of the predictions to get a sample of 40 0 people by accidental
sampling method. Data were collected by using questionnaires as the study instruments. Data were analyzed using percentage, mean, standard deviation and multiple regressions analysis by applying all input variables (Enter Regression). Research results were summarized as follows:

    1. The majority of the respondents were females. 57.80%. The aged between 41-50 years accounting for 4 5 .0 0 % , having marital status accounting for 85.50%, the bachelor degree accounting for 5 6 .7 5 % , they were employed by private companies / contractors
accounting for 5 4 .0 0 % , with an average monthly income of more than 2 0 ,0 0 0 baht accounting for 49.75 %. 2. The importance level of the marketing mix factors in making decision to purchase used automobiles of customers in Chachoengsao Province. Overall were at a high level. When considering each aspect found that the marketing promotion aspect was at the highest average, followed by the product, staff, price, service process aspects. The distribution aspect and physical environment aspect respectively. 3. The overall level of the consumers’ decision to purchase used automobiles of in Chachoengsao Province was at a high level. When considering individual aspect, it was found that sample searched for information about used automobiles from websites, advertising
media, online medias, had the highest average, and found that if purchased automobiles next time, would purchase automobiles from the same tent. 4. Marketing mix factors affecting consumers' decision to purchase used automobiles were in the best ranked in descending order from the highest to the lowest, there were the distribution, price, product physical aspects affecting consumers' decision to purchase used automobiles with statistical significance at the .01 level, for the personnel and the service process aspect affecting consumers' decision to purchase used automobiles with statistical significance at the level of .05 in accordance with the assumptions as for the physical environment aspect affecting consumers' decision to purchase used automobilesnaffected in Chachoengsao province which did not conform to the set assumptions.