ส่วนประสมการตลาดที่มีผลต่อผู้ใช้รถเพศหญิงในกรุงเทพมหานคร ในการตัดสินใจซื้อแบตเตอรี่รถยนต์

Abstract

This independent study aimed to examine marketing mix affecting woman consumers in Bangkok towards purchasing car batteries. The data was collected by distributing questionnaires to 400 distributed to woman consumers in Bangkok and had to change a car battery. The quota sampling technique was used and data were analyzed by descriptive statistics such as frequency, percentage and means. The study results found that the majority of the respondents were age between 31 – 40 years old, the highest level of education was bachelor’s degree, employee of private company, have fixed income 20,001 - 30,000 baht per month, experience in driving more than 2 - 5 years, drive car every day, maintenance and check the battery 1-2 times per year, replaced the battery once every 2-4 years, used lead acid battery and 3K brand car battery. The study’s results of marketing mix affecting decision of consumers in Bangkok towards purchasing car batteries found that the respondents considered marketing mix factor at high level of importance on product, place, price and promotion factors, respectively. Sub-factors of marketing mix factors with highest mean score were product warranty when have problems, the lifetime of product, 24 hour emergency service, quality of product, check the service after the sale or used, convenient to use service, system alerts when battery is low, battery offsite service, speed of the service and have car park for use service.