พฤติกรรมในการเลือกใช้บริการบัญชีเงินฝากประเภทออมทรัพย์ พิเศษของผู้บริโภคในอำเภอเมืองเชียงใหม่

Abstract

The objective of this research was to study consumer behaviours towards choosing a special saving account in Mueang Chiang Mai District. The data was collected by questionnaire distributed to 300 consumers living in Mueang Chiang Mai District. The data was then analysed using descriptive statistics namely frequency, percentage and mean. The results of the study showed that most questionnaire respondents were female, 31-40 years old, with Bachelor’s degree. They were company or shop employees with the average salary of 20,001-30,000 baht per month. Most were single. From the study of their behaviours towards choosing to open a special saving account, it was found that most respondents used a banking service once a month. The reason for opening a new special saving account was the attractive benefits. Most respondents had 1 special saving account at the Saving Bank. The reason for choosing special saving account was because of the high rate of interest. The respondents had been using this account for 1-2 years. They chose this type of account by themselves. For each transaction, they either made deposit or withdrawal for less than 10,000 baht. The time that they usually did the transaction was at the beginning of the month. The interest rate the bank offered them was 1.51-2.25%. Most respondents did search for information before making the decision to open the special saving account. The results of the study also showed that the marketing mix factors affected their choosing of a special saving account at the high level. These factors were personnel, process, price, physical appearance, place, and product, respectively. Marketing promotion affected their choosing at the medium level. The sub-factors of marketing mix that affected the choosing of special saving account at the high level were staff were knowledgeable about the service and were able to give useful information, the interest rate was high, and the service process was accurate and efficient.