ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการซื้อรองเท้ามือสองในอำเภอเมืองเชียงใหม่

Abstract

This study aimed to investigate marketing mix affecting consumers towards purchasing used shoes in Mueang Chiang Mai district. Questionnaires were used as the tool to collect data from the population, who were specified to 300 consumers of used shoes in a year ago and in different ranges of age: 100 consumers were lower than 20 years old; 100 consumers were 20-29 years old, and 100 consumers were over 30 years old. Data was collected in according to the convenient sampling method. Data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, and mean, the analysis on relationships of personal factors towards levels of opinion by using comparative mean values and independent sample T-test, as well as the analysis of variance: ANOVA to compare the differences of each sample group. The findings presented that most respondents were female in the age of lower than 20 years old and 20-29 years old, accordingly. Their education background was bachelor’s degree. They were student with monthly income at the amount of lower than 10,000 Baht. Within a period of the past 3 months, most of them purchased the used shoes at once at Malin Plaza. In each time, they purchased only a pair of casual shoes and spent 401-599 Baht for it. Person influencing their decision towards selecting the used shoes the most was friend; but person influencing their decision towards purchasing the used shoes the most was the respondents themselves. Peron accompanying them to purchase the used shoes was friend. They mostly purchased the used shoes at the beginning of the month, especially on Saturday-Sunday during 17.01-21.00 hrs. They preferred the product (the used shoes) which was clean and in good condition the most. Reason of purchasing the used shoes was its cheaper price comparing to its condition. At the post purchasing stage, the majority satisfied/highly satisfied with the product when they wore it at first. The marketing mix affecting the consumers towards purchasing the used shoes in Mueang Chiang Mai district at the highest level were product and place, respectively. In the meanwhile, the price and the promotion factors affected them at high level. Hereafter were presented the top ten elements affecting their purchasing decision: 1) variety of shoes’ patterns, 2) cheap price, 3) cleanliness without bad smell, safety, and reasonable price of product comparing to its quality and condition, 4) beautiful pattern with good quality, 5) fame of product brand and various sizes of product, 6) return policy for defecting product and easy way to take care of product, 7) durability of product, 8) cash discount, 9) advise/information being provided by the sales staff, and 10) classic product pattern.