พฤติกรรมของลูกค้าในการเลือกซื้อกองทุนรวมเพื่อการ เลี้ยงชีพ และกองทุนรวมหุ้นระยะยาว จากธนาคาร กรุงเทพ จำกัด (มหาชน) ในจังหวัดลำพูน

Abstract

The present study aimed to examine the knowledge and understanding, determining factors, and behavior of the Bangkok Bank’s customers in Lamphun Province in their decision to purchase Retirement Mutual Fund (RMF) and Long Term Equity Fund (LTF). Questionnaire was designed as a tool to collect the needed information from 60 RMF buyers, 128 LTF buyers, and 212 buyers of both types of investment fund, covering altogether 400 samples. The analysis was based on the results of descriptive statistics and importance ranking of the purchase determining factors from high to low. The study found that most of the RMF buyers could be described as female, married, 41 years old on the average, bachelor’s degree graduate, private company employee or medical related worker/professional by occupation, and having 43,700 baht monthly personal income on the average. The most prevalent knowledge and understanding among them about the purchase of RMF was the fact that they can buy RMF every commercial banking business day. The most important factor influencing their decision to buy RMF was the benefit from personal income tax exempt. On investment behavior, the samples in this group revealed that they had bought RMF for two consecutive years on the average, invested averagely 59,400 baht on RMF per purchase, bought RMF using cash over the bank counter from the Bangkok Bank’s personnel, and made investment on RMF once a year. Those buyers of LTF typically were found to be female, married, 36 years old on the average, bachelor’s degree graduate, private company employee or medical related worker/professional by occupation, and earning averagely 39,500 baht monthly personal income. Their knowledge and understanding about the purchase of LTF was most predominantly related to the condition that a LTF holder as a taxpayer has to hold the LTF for at least five calendar years from the date of first purchase. The most important factor encouraging them to buy LTF was the benefit in terms of tax exempt.On investment behavior, the samples in this group in general were found to have purchased LTF for two consecutive years, invest 53,900 baht on each LTF purchase, buy LTF over the bank counter from the Bangkok Bank’s personnel, and use cash to pay for the LTF purchase which is made once a year. The majority of those buyers of both RMF and LTF could be characterized as female, married, 41 years old on the average, with education above bachelor’s degree level, private company employee or medical related worker/professional by occupation, and having averagely 68,600 baht monthly personal income. The most common knowledge and understanding they had were the conditions that any RMF holder as a taxpayer can redeem the RMF when he is at least 55 years old and that any LTF holder as a taxpayer has to hold the LTF for at least five calendar years. The samples in this group revealed that they had purchased RMF + LTF on the average for two years continuously, and each one invested 86,300 baht on the average on RMF + LTF purchase per time. Their RMF + LTF purchase was made in cash over the bank counter with the Bangkok Bank’s personnel, and generally was made once a year.