แนวโน้มความภักดีของผู้บริโภคในอำเภอเมืองเชียงใหม่ต่อตราสินค้ารถยนต์

Abstract

This independent study aimed to investigate loyalty tendency of consumers in Mueang Chiang Mai district towards automobile brands. Population of this study included automobile owners who planned to purchase a new automobile within the next year. Data collection was completed by questionnaires and data obtained were assessed by the descriptive statistics, comprising of frequency, percentage, and mean. The findings presented that most respondents were male in the age of 40-49 years old with bachelor’s degree. They worked as government/state enterprise officers and had 3-4 family members. Their monthly income was ranged at 15,001-30,000 Baht and their family owned the total number of 1-2 automobiles. They currently used Toyota brand for their personal automobile (sedan). Within the next year, they planned to purchase the new personal automobile (sedan) in the same brand. Results of the study on loyalty tendency of consumers in Mueang Chiang Mai district towards automobile brands were showed as follows. The respondents rated on the behavior of brand switching cost at strongly agree level; but on the behaviors of loyalty to none of brand and purchasing a product with familiarity at agree level. They, however, rated on the behaviors of being friend and committing to a certain brand at neutral level.

Regarding the behavior of brand switching cost, the respondents rated it at strongly agree level and the highest mean of their opinion was for the product worthiness. Regarding the behavior of loyalty to none of brand, the respondents rated it at agree level and the highest mean of their opinion was for qualifications of automobile. Regarding the behavior of purchasing a product with familiarity, the respondents rated it at agree level and the highest mean of their opinion was for the product worthiness. Regarding the behavior of being friend to a certain brand, the respondents rated it at neutral level and the highest mean of their opinion was for the good feelings towards services being offered by the old automobile brand. Regarding the behavior of committing to a certain brand, the respondents rated it at neutral level and the highest mean of their opinion was for having higher commitment to the old brand than the new one.