พฤติกรรมผู้บริโภคในอําเภอเมืองเชียงใหม่ต่อการซื้ออุปกรณ์เสริมสำหรับโทรศัพท์มือถือไอโฟน

Abstract

The purpose of this independent study was to explore thebehavior of consumers in Mueang Chiang Mai District towards Buying iPhone Accessories. The data were collected from 300 samples. The collected data were analyzed by descriptive statistics - i.e. frequency, percentage and mean, as well as inferential statistics - i.e. t-test and one-way ANOVA test. The study found that most iPhone Accessories consumers were single female and age between 25 - 34 years old. Most respondents were studentsin schools and universities with monthly income of 10,001 - 20,000 baht. For knowledge of iPhone Accessories consumers’behavior, the study found that consumers chose to buy case, purchased one for their own use.When they bought products, they get information from the Internet. Most of them selected brand Apple and spent less than 500 baht/time.Those who were influential in the decision to buy weretheir own decision. They purchased iPhone accessories from Shop Accessories because they liked the product and love to buy it. According to the services marketing mix factors affecting the purchase of iPhone accessories, respondents gave priority to the first factor in the product include the following factors, product factors with the average level of the highest priority was the quality of the product. The price factor, the average level of the highest priority was to have a clear pricing. The distribution channels factor, the average level of the highest priority was ease of access to the store. The promoting the market factor, the average level of the highest priority is customer service. When comparing the difference average level of the importance of the marketing mix. Found to be different according to gender and age range.