การเปรียบเทียบคุณสมบัติของผลิตภัณฑ์โทรศัพท์เคลื่อนที่แบบสมาร์ทโฟนยี่ห้อแอปเปิลและซัมซุงที่มีผลต่อการตัดสินใจซื้อของผู้บริโภคในอำเภอเมืองเชียงใหม่

Abstract

The objective of this independent study was to study product attributes of Samsung and Apple smartphones affecting decision to buy of consumers in Mueang Chiang Mai District. Using Questionnaire as a tool to collect data from 500 consumers in Mueang Chiang Mai District that decided to buy Samsung or Apple smartphone. Divided into two groups, 250 consumers who decided to buy Samsung smartphone and 250 consumers who decided to buy Apple smartphone. All collected data were analyzed by frequency, percentage, mean, independent simple t-test and logistic regression analysis. The results of the study showed that most questionnaire respondents were women, age between 15 - 24 years old, graduated with a Bachelor’s degree or equivalence. They were student with an average monthly income not exceeded 10,000 baht. Decided to buy smartphone because it’s useful in everyday life. And, decided by using data from internet and web board. They adopt an innovation after most people use. Questionnaire respondents decided to buy Samsung or Apple smartphone by using four difference factors. That is product attributes factors contain with features, quality level, design and brand. And, the results of logistic regression analysis showed that only one factor that affecting decision to buy of consumers is quality level. Moreover, the results indicate that the eight factors that used in this study is not a strong factors that affect decision to buy of consumers.