การตอบสนองของผู้บริโภคในกรุงเทพมหานครต่อกิจกรรมการตลาดผ่านคูปองออนไลน์

Abstract

The purpose of this independent study is to examine responses and behavior using online coupon of consumers in Bangkok towards online coupon marketing activities. A set of questionnaires was distributed to 250 consumers who were used to online coupon using quota sampling technique and analyzed by descriptive statistics to assess frequency, percentage and means. The results found that most of the respondents were females, age between 21-29 years old, single, bachelor degree as the highest level of education, working in private company and having the average monthly remuneration in range of THB 15,100-20,000. The behavior of consumers towards buying goods by online coupon found that most of the respondents purchased goods/service were food/beverage, received online coupon from web site owner’s goods, goods/services purchased online from the time before discount coupon online were THB 501 – 100. In period three months ago, had been using online coupon service 1-3 times, Most of them choose to pay for goods / services purchased by online discount coupon with cash. The results of consumers’ opinion towards online coupon marketing activities found that consumers respond to online coupon in all aspects: attention, interest, desire and action at agree level of average scores. The opinions of respondents in each stage of response was found that factors with the highest average scores were as follows: The attention stage, the respondents noted an online coupon from Facebook fan page of goods owner. The interest stage, after received online coupon the respondents were seeking further information on the period of validity of the coupon. The desire stage, the respondents would use an online coupon to buy a goods that meets their needs. The action stage, they would purchase through an online coupon for the goods that meet the needs.