พฤติกรรมของเจเนอเรชั่นบีในอำเภอเมืองเชียงใหม่ต่อการซื้อ โทรศัพท์มือถือแบบสมาร์ตโฟน

Abstract

The purpose of this independent study was to study behaviors of generation B in Mueang Chiang Mai District towards buying smartphones. The questionnaire was used to collect data from 300 generation B people, who were born between B.E. 2489 – 2507, aged during 50 – 68 years old in B.E. 2557, and used smartphone. Descriptive statistics as frequency, percentage and mean were used to analyze the data. The study revealed that the respondents were married men, age between 50 – 54 years, and educated at bachelor degree level with a salary between 60,001 to 70,000 Baht. From the behavioral information, it was found that the smartphone that the respondents used mainly was Sumsung at the price of 20,000 – 25,000 Baht. Most of the respondents did not have Tablet. The smartphone had been used for dialing and receiving calls, following by using E-mail. The applications or functions in smartphone were such as Google/Safari, following by E-mail. The respondents had used, but did not change the devices for the smartphone regularly. The favorable device was film protector. The respondents mostly bought the smartphone from distributors such as AIS, DTAC, True, and paid the phone pill monthly. The reason for buying smartphone was for communicating/business/chatting with friends. The respondents decided and paid for smartphone by themselves. They would purchase the smartphone when the old one was broken. The duration for buying the smartphone was 18.00 p.m. on Saturday and Sunday. The duration for changing the phone was approximately 1 – 2 years, and the respondents mostly paid for the new one by credit card. Moreover, the respondents would ask the staff in the shop in order to help deciding, and would purchase the smartphone after comparing between its quality and the need of oneself. The main quality of the smartphone that the respondents decided to purchase was the brand. If the respondents were satisfied after using the smartphone, they would definitely suggest to other people. The first 10 sub-factors that the respondents considered to be the most important for purchasing smartphone according to the average were as followed: There were free applications provided; The respondents were able to pay by installments with 0% of interest; The popularity of the store; The cheaper price when purchasing from distributors; The price was suitable to the quality; There is marketing’s promotion such as providing discount, providing extra devices for free, or providing premium stuffs; The staffs that were able to answer the questions regarding the products; The respondents could pay by credit card; There is clear tags identifying the distributor.