ปัจจัยที่มีอิทธิพลต่อการเลือกใช้บริการสัญญาณจานดาวเทียมของผู้ใช้บริการในเขตอำเภอเมือง จังหวัดเชียงใหม่

Abstract

The title of study is Factor Affecting the Satellite TV Service Choice of Consumers in Mueang Chiang Mai District, it’s has propose to study factors affecting to choose Satellite TV service and consumer behavior of the Satellite TV Services consumer analyze by Multinomial Logit. From literature review, factor affecting the Satellite TV Service Choiceis general characteristics of consumers, monthly service fees, TV programs list consumer behavior, and the marketing mixes which consist of product price place and promotion. The data to study is primary data collect by questionnaire form population amount 400 sample in Mueang Chiang Mai District. The result shown most of the sample were choose Truevision Satellite TV Service by gender age status education and occupation. And the analysis by Multinomial logit find factors affecting Truevision Satellite TV Service compare other Satellite TV Service is factor consumers income, factor education level of consumer, factor consumers occupation, factor TV programs re-run, factor consumer center service, factor times of service is quickly, factor of time to open and close office is suitable, and factor product guarantee. Factors affecting CTH Satellite TV Service compare other Satellite TV Service is factor consumers age, factor consumers income, factor consumers occupation, factor TV programs re-run, factor consumer center service, factor of time to open and close office is suitable, and factor product guarantee. And factors affecting GMM Satellite TV Service compare other Satellite TV Service is factor consumers gender, factor consumers age, factor consumers income, factor consumers status, factor TV programs re-run, factor product guarantee, factor members information service, and factor premium gifts of special occasion.