พฤติกรรมตามแนวคิดการบริโภคอย่างยั่งยืนของคนวัยทำงาน ในอำเภอเมืองพะเยาต่อการซื้อรถยนต์ส่วนบุคคล

Abstract

This independent study aims to study behavior according to sustainable consumption concept of working-age people in Mueang Phayao District towards buying personal car by using survey questionnaire to collect data and descriptive statistic e.g. frequency, percentage, mean standard deviation were used in analyzing process. The majority respondents are married male, aged between 48 and 57 years old, graduate bachelor degree, working as officer worker, having income from 30,001 to 45,000 Baht per month. Their family members are between 3 and 4 persons, owning a personal car in family. Their reason to buy a personal car is to have a comfortable method to travel. They aimed to buy a new personal car every 5 to 6 years which the main influential person to make purchasing decision are family or relatives. The not exceed seven passengers sedan or coupe car, brand Toyota is the most chosen personal car which price is between 750,000 to 1,000,000 Baht. The payment type used in buying a car is making a loan with a financial institution. They used time to make decision to buy from one to two moth from a car dealer located nearby their house. The sustainable concept part of the questionnaire were used to categorized car buyers in Mueang Phayao District can into two group which are sustainable aware consumers and general consumer by split half method. Then the correlation analysis was used to analyze the data between general information and both groups of people who buying the personal cars, the finding presented that the different of sexual, age, status, education, income and the number of family was not correlated with both groups at the level of significance 0.05, while the different of occupation was correlated with both groups. Referring to the correlation analysis between the behavior according to sustainable consumption towards buying personal cars and these two groups of consumers, the finding presented that the reason of buying decision, the frequency of turning a new car, influencer of buying decision, choosing the brand, the recent purchasing car, payment method and the place that buying was not affected to both groups. According to the study on statistic test of difference of both groups, the finding presented that they was focusing on sub factors as the beautiful external appearance of cars, the branches of the distribution center and automotive maintenance and service for free within a specified distance or time as well.