ส่วนประสมทางการตลาดที่มีผลต่อลูกค้าปลีกในการ ซื้ออะไหล่รถยนต์จากห้างหุ้นส่วนสามัญนิติบุคคล ยนต์ศิลป์ จังหวัดลำปาง

Abstract

This independent study aimed to investigate marketing mix factors affecting customer decision towards purchasing automotive spare parts from Yontsilp Corporate Partnership, Lampang. Sample of this study was identified to 256 retailed customers of Yontsilp Corporate Partnership, Lampang. Questionnaires were used as the tool to collect data. Data were analyzed with the statistical package by using descriptive statistics, including frequency, percentage and mean. The studied findings were summarized as follows. The majority of the retailed customers of Yontsilp Corporate Partnership, Lampang was male, in the age of 41 – 50 years old, graduated in high school/vocational level and worked in the garage business, which was registered as the single proprietorship. They were in the position of garage owner and their garage business had been operated for 11 – 20 years. Based upon the study on behavior of those retailed customers towards purchasing automotive spare parts, the results presented that in a month, the samples had the total purchasing amount at less than 10,000 Baht. They knew Yontsilp Corporate Partnership from the recommendations of other garages or automotive repair centers. They usually purchased pieces of machinery – gear spare parts in order to replace the old ones. The frequency of their purchase was 2 times a month and the payment was done in cash. Quality specification of the automotive spare parts was specified in according to the sample of spare parts that they needed. Purchasing authority belonged to the garage owner. The purchasing policy was to purchase the spare parts from various sources of distribution. The significant reason of purchasing automotive spare parts from Yontsilp Corporate Partnership was the accuracy in delivering products as ordered. In addition, all respondents agreed to return to take services at Yontsilp Corporate Partnership and would recommend their fellows to purchase automotive spare parts here. The findings on factors affecting retailed customers decision towards purchasing automotive spare parts from Yontsilp Corporate Partnership, Lampang presented that in an overview, all factors affected customer purchasing decision at high level. Hereafter were showed more details in each factor. Product factor affected customer purchasing decision at the highest level and the element that the customers paid the first concern on was the durable and good quality of product. Price factor affected customer purchasing decision at the highest level and the element that the customers paid the first concern on was the cheaper price (of the same piece of product) than other shops. Place factor affected customer purchasing decision at high level and the element that the customers paid the first concern on was the remaining of in-stocked products for sale. Promotion factor affected customer purchasing decision at high level and the element that the customers paid the first concern on was to offer of free gift / premium to customers in special occasions. People factor affected customer purchasing decision at the highest level and the element that the customers paid the first concern on was the accuracy of serving right product to customers as requested. Service process factor affected customer purchasing decision at high level and the element that the customers paid the first concern on was the consultancy and advice services on automotive spare parts. Physical evidence and presentation factor affected customer purchasing decision at high level and the element that the customers paid the first concern on was the prominent and eye-catching shop’s sign which could easily draw customer’s attraction.