ส่วนประสมการตลาดที่มีผลต่อผู้ใช้รถยนต์ส่วนบุคคล ต่อการใช้บริการสถานีบริการน้ำมัน ในอำเภอเมืองลำปาง

Abstract

The objective of this research was to study marketing mix factors that affected private car users towards using petrol stations in Mueang Lampang District. The data was collected using questionnaire distributed to 400 car users residing in and those who travelled through Mueang Lampang District. The samples were car users who owned all kinds of private cars and who used benzene, gasohol and diesel petrol. The data was analysed using descriptive statistics, namely frequency, percentage mean, and F-test, to analyse the differences between marketing mix, and personal factors, namely age and average monthly income, at the reliability level of 95% (or at the statistical significance level of 0.05). The results of the research study showed that most questionnaire respondents were male, 21-30 years old, married, with Bachelor’s degree. They were private company employees, with monthly income of 10,001- 20,000 baht. They owned a sedan car. The main reason for using the services at the petrol station was to fill up. The kind of petrol they used was diesel. They spent 501-1,000 baht each time for petrol, and spent 101-500 baht for other merchandises and services. The time that they visited the petrol station was not specific. The questionnaire respondents ranked the overall marketing mix at the high level. The factors that were ranked at the high level were place, service process, personnel, and construction and presentation of physical appearance. The factors that were ranked at the medium level were marketing promotion, product, and price, respectively. The study of the sub-factors in each category showed that for product, the highest ranked sub-factor was the quality of the merchandises in the convenient store. For price, it was lower petrol prices compared with those at other petrol stations. For place, the location of the petrol station was convenient being situated on a main road. For marketing promotion, it was discount on petrol price. For personnel, it was efficient service of the staff. For process, it was also efficient service. For construction and presentation of physical appearance, it was the availability of clean restrooms.