ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในอำเภอเมืองลำปาง ในการตัดสินใจซื้อจักรยาน

Abstract

The objective of this research was to study the marketing mix factors which had impact on Lampang consumers in purchasing of bicycle. Questionnaires were used to collect the data. The samples were people in Lampang who had purchased and used bicycles for competition, exercise or travelling for no more than 5 years. The users were separated into 8 categories following the types of bicycle. The questionnaires were distributed to 50 users from each category (400 people in all). The data was analysed using descriptive statistics including frequency, percentage and mean. The analysis also included inferential statistics namely one-way analysis of variance in order to compare the difference in the means of the bicycle use experience, the number and type of bicycle owned and bought, and marketing mix, which included product, price, distribution channel and marketing. The setting for the confidence is 95% or at the 0.05 percentile. The findings showed that the majority of people completing the questionnaire were male, 31-40 years old, and married. Most of them were government officials/state enterprise employees earning 10001-20,000 bath per month. Their education was Bachelor’s degree. They owned 2-3 bicycles. They bought ready-to-use bicycles. The most popular brand was Bianchi. The cost of a bicycle was 10001-40000 bath. The reason for buying was for exercise. The bicycles had been in use for 1-3 years. The respondents often rode their bicycle in the evening, 2-3 times a week. Most of them prefer to ride alone on a high way or on a quiet local road, and they spent 1-2 hours on the bicycle. The results also showed that the overall marketing mix was ranked at the high level. The factors ranked at the high level were in the following order: price, distribution channel and the product. When comparing the difference of the means of marketing mix based on the number bicycles owned, it was found that the number of bicycles owned affected product differently in the following issues: 1) spare parts were easy to find 2) research and the development of the brand, for example faster development of new products than competitor brands 3) warranty of the products. The difference was also in terms of channel distribution; the main factors were 1) shop sign was clearly displayed and 2) delivery service. When comparing the difference of the means of marketing mix based on buying process, it was found that buying process affected product differently in the following issues: 1) it was easy to upgrade parts 2) it was easy and fast to find spare parts 3) the appropriateness of cycling route 4) research and the development of the brand, for example faster development of new products than competitor brands and 5) worldwide warranty. The difference was also in terms of channel distribution, the main factors were 1) shop sign was clearly displayed and 2) delivery service.