พฤติกรรมการซื้อยางรถยนต์ของผู้บริโภคในอำเภอเมืองลำพูน

Abstract

This study aimed to investigate consumer behavior towards tire purchasing in Mueang Lamphun District. In this study, the samples were specified to 384 owners of personal cars with less than 7 seats and personal pickup trucks, residing, or working in Mueang Lamphun District, and had decision-making authority in purchasing tires. These samples were drawn in accordance with the convenience sampling method and the questionnaires were used as the tool to collect data. Obtained data were analyzed by the descriptive statistics i.e. frequency, percentage, and mean; the Independent Sample t-test; and the Analysis of Variance: ANOVA to determine whether there was a difference between different groups of those samples. The Least Significant Different Test (LSD) was also applied to compare differences between groups of the samples in pairs. In this study, the level of statistical significance was determined at 0.05. The findings presented that most respondents were males with married status. They were aged 30-39 years old and had an educational background in bachelor’s degree. They were self employed and averagely earned a monthly income of 15,001-20,000 Baht. The type of car that the majority used was the sedan with the average used time at 2-5 years and driven time/year at 15,001- 30,000 kilometers. The tire brand that they used prior to this purchase was Bridgestone. Results of the study on consumer behavior towards tire purchasing revealed that for this purchase, the majority purchased the tires at a tire service center and a general tire shop for the reason of its convenient location where was near their house or workplace. They purchased the tires in the Bridgestone brand as they had used this brand before, and they purchased the tires to replace the worn down ones. The qualification of tire that they paid the highest concern was the beauty of tire thread. Person influencing the decision-making towards selecting a tire shop was the respondents themselves. They visited the tire shop on an uncertain date and time depending on their own convenience. The specific circumstances affecting their purchase were the worn-down tires and the special promotion offered. The information that they searched prior to make-decision in choosing a tire shop included the convenience and the service time spent, as well as the availability of cheap tires. They asked for information about a tire shop from an acquaintance. The promotion influencing their decision-making towards selecting a tire shop the most was the offer of giveaways. They paid in cash for the tire service and spent 10,001-20,000 Baht for 4 tires in each purchase. The results also suggested that for this purchase, most respondents had a high level of satisfaction with purchasing tires from a certain shop and would certainly return to that shop for the next purchase. Those who would return to the same shop for the next purchase were satisfied with the service that the staff provided; while those who would not return to the same shop were not satisfied with the services. For those who were uncertain if they would return to the same shop for the next purchase, they said that the location of the shop was not convenient for them. Results of the study on service marketing mix factors presented that the respondents paid the highest level of concern to people factor; followed by price and process; product/service; place; physical evidence; and promotion factors, respectively. Results of the t-test as conducted to observe if there was a difference in service marketing mix factors in the overview showed that for the variable of ages, the difference among respondents in different age groups was not found at the 0.05 level of statistical significance; while for the variable of the rates of monthly income, the differences among the respondents in different groups of monthly incomes were observed in price, place, promotion, and people factors at the 0.05 level of statistical significance