การสื่อสารทางการตลาดที่มีผลต่อการตัดสินใจของผู้บริโภคในอำเภอเมืองเชียงใหม่ในการเลือกผู้ให้บริการโทรศัพท์เคลื่อนที่แบบเติมเงิน

Abstract

This independent study aimed at analyzing the marketing communication factors which affected the decision of consumers in Mueang Chiang Mai District towards selecting pre-paid mobile phone service providers. The data was collected using a questionnaire distributed to 350 samples. The samples were selected by non-probability quota sampling method. The samples were divided by their main service provider. The data was analyzed by using descriptive statistics, namely frequency, percentage, and mean. The results of the study revealed that most of the questionnaire respondents were male, single, 25-29 years old, and their level of education was Bachelor’s degree. They were currently students, with a monthly salary of 10,001-15,000 baht. They had 1 mobile-phone number, and their main service provider was AIS. The reasons they chose pre-paid mobile phone service provider was because of the good connection and that the signal covers their areas. The expense per month was 201-300 baht. The marketing communication tools that affected the decision of consumers in Mueang Chiang Mai district for selecting pre-paid mobile phone service providers were as follows. All advertisement tools affected decision of consumers for selecting pre-paid mobile phone service providers at the medium level. Television advertisements were the tool the respondents were exposed to the most. All direct marketing tools affected decision of consumers for selecting pre-paid mobile phone service providers at the medium level. Sending brochure and magazines about mobile phone services to customers at home affected the decision of consumers who used DTAC at the high level. Sales promotion that affected the decision of consumers for selecting pre-paid mobile phone service provider at the high level were money top up or double up of service time, discount for buying cell phone, discount on other products such as at restaurants, book stores, movies etc., mobile phone giveaway, and discount on telephone bill. All public relations tools affected decision of consumers for selecting pre-paid mobile phone service provider at the medium level. All salesperson tools affected decision of consumers for selecting pre-paid mobile phone service provider at the medium level.