ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในอำเภอเมือง เชียงใหม่ต่อการซื้อรถยนต์ที่ใช้น้ำมันอี๘๕

Abstract

This independent study aimed to study marketing mix affecting consumers in Mueang Chiang Mai district towards purchasing E85 compatible vehicles. Primary data were collected by the questionnaires distributed to 200 owners of E85 compatible vehicles or users of the E85 compatible vehicles who engaged in the purchasing decision of E85 compatible vehicles. Statistics being applied to analyze data were frequency, percentage, means, standard deviation and t-test. The findings presented that most consumers who purchased the E85 compatible vehicles were also the users. The majority were female in the age of 32-38 years old and single. They graduated in the bachelor’s degree and were self-employed/business owner, whose average monthly income were 15,001-25,000 Baht. They stayed with 4 family members who also shared the use of the vehicle. The brand of E85 compatible vehicle that they mostly preferred was CRV model of HONDA. The results of the study on marketing mix affecting consumers in Mueang Chiang Mai district towards purchasing E85 compatible vehicles suggested that in the overall view, the respondents ranked marketing mix of the studied product at high level as follows: product, price, promotion, and place, respectively. Hereafter were shown the highest sub-market mix factors affecting consumers in Mueang Chiang Mai district towards purchasing E85 compatible vehicles. In product factor, the top sub-factor was to be the product that needed the cheapest gasoline and that saved the customers’ money. In price factor, the top sub-factor was the reasonable price comparing to its quality. In promotion factor, the top sub-factor was the offer of promotions such as 0% of interest and free car accessories, for example. In place factor, the top sub-factor was its reliability and fame.