พฤติกรรมผู้บริโภคในการซื้อน้ำมันหล่อลื่นสำหรับรถยนต์ส่วนบุคคล ในอำเภอเมืองลำปาง

Abstract

An objective of this research was to study Consumer Behavior Towards Purchasing Lubricants for Private Cars in Mueang Lampang District. 400 questionnaires were used to collect the data. The data was then analyzed by using descriptive statistic namely frequency mean and percentage. From the questionnaires, the majority of people who did the questionnaires were woman in the age of 25-30 years old with Bachelor’s degree. Most of them worked for private company and earn 10,001-20,000 baht salary. The majority used Toyota Sedan car with 1000-1500 cc. engine. The common fuel that they used for their car was Benzene. They used PTT’s lubricating oil because of the oil’s eligibility to lubricate their car’s engine. They didn’t have specific day to buy the oil, it depended on if they were free. 10.01-12.00 was the time that they usually go to buy the oil. They would go to buy the oil when they used the car to the run distance limit. They bought the oil from the lubricant oil store because they felt that the store is authentic and also preferred to go to car dealer service for oil transferring. They liked when there was a sale and usually prefer to pay for the oil when the price was 501-1000 baht. Television was where they got information news resources about the lubricant oil. The consumers thought that they had the most influence of their decision to buy the product. Based on the questionnaires, the marketing mixed factors, which were rank by from the high level to lower level, were the quality of the products, API certificate for the products .The channel factor that had the highest affection were credibility of the store. The pricing factor was the reasonable price that goes along with the quality of the product. And the factor of sale promotion was salesman who could suggest the products to the costumers at the store.