ส่วนประสมการตลาดที่มีผลต่อการเลือกซื้อเครื่องฟอกอากาศของผู้บริโภคในจังหวัดเชียงใหม่

Abstract

The Purpose of this independent study entitled “Marketing Mix Affecting Consumers Towards Purchasing Air Purifier in Chiang Mai Province” was to study every aspect of the marketing mix that specifically impacted the purchase of air purifiers by consumers in Chaing Mai, Thailand. The 4Ps of the marketing mix: product, price, place, and promotion were utilized as aspects in the study. Convenience Sampling was used particularly along with the distribution of specific group questionnaires. A selected sample focused on consumers who decided to buy air purifiers within not more than one year from the latest buying and must be residents of Chiang Mai. The Study employed data through sending executable links as a Google Form to make online questionnaires on every involved Facebook Group such as Air Purifier and Air Filter’s Group, Northen Thai Allergy and Asthma Club, and Lukchang Mocho Group. Also, distributed the QR code handbills to students in Chiang Mai University. The online questionnaire received 385 samples in total. The data was further analyzed by descriptive statistics, which composed of frequency, percentage, average, and data interpretation. Moreover, the study was analyzed by inferential statistics through the independent sample (T-test) which compared the average of two sample groups, classified by the number and price of air purifiers in every household. The analysis of the F-test (One-Way ANOVA) was utilized by the average marketing mix comparison, classified by the number of every household member and average monthly income. The data of the study also tested the differences of pairwise levels of sub-factors based on Schiffer’s method. The Results found that most of the respondents of questionnaire are particularly female with the age range of 20-30 years old, stay single, achieve bachelor’s degree graduate, be as students, receive average monthly income about 10,000-20,000 baht, live in detached house with 3-4 of their family members. A buying behavior on air purifiers of consumers in Chiang Mai found that most of the respondents of questionnaire already owned one air purifier at their house. Most of them were Xiaomi’s brand with their type of air purifier with an air filter or HEPA Filter and their price was not over 5,000 baht. They are usually installed in a room size of less than 30 square meters. Generally, consumers buy air purifiers via an E-Commerce platform and pay via Internet Banking / Mobile Banking. Most of them made themselves decision because they would like to lessen the danger of PM2.5 pollution and they usually bought air purifiers when there was only a situation of PM2.5 or smog crisis. According to the study, the marketing mix has a very high impact on consumers' decisions to purchase air purifiers in Chiang Mai. Place had the highest impact and then product, price, and promotion, respectively. Regarding the place aspect, there are top 3 of average sub-factors that affect customer’s decision: as follow, the product can be ordered via online platforms, the availability and sufficiency of product, and the trustworthiness of distribution place. Regarding the product aspect, there are top 3 of average sub-factors that affect customer’s decision: as follow, the durability of the product, the degree of filtration, and the silence of the air purifiers when it is working. Regarding the price aspect, there are top 3 of average sub-factors that affect customer’s decision: as follow, the price of the air purifier is valuable and acceptable against the health improvement of family members, the price of the air purifier is acceptable against its degree of filtration of PM2.5, and the price of air purifier is acceptable against its advance technology or system. Regarding the promotion aspect, there are top 3 of average sub-factors that affect customer’s decision: as follow, there were interesting promotions, there were the expertise and politeness of seller or administrator, and there was a demonstration on which how to use the product. The Results of the hypothesis test of two sample groups found that the respondents of the questionnaire who have different numbers of air purifiers at their homes and who buy air purifiers at different prices differently focused on the marketing mix of product, price, place, and promotion as well. The Results of the hypothesis test of over than two sample groups found that the respondents of the questionnaire who have different numbers of family members somewhat focused on the marketing mix of product and price, on the other hand, place and promotion were not that different. Moreover, the respondents of the questionnaire who receive a different average monthly income slightly focused on the marketing mix of product and promotion differently, on the other hand, price and place were not that different.