พฤติกรรมผู้บริโภคในอำเภอเมืองสมุทรสาครในการซื้อรถจักรยาน

Abstract

This independent study aimed to investigate behavior of consumers in Mueang Samut Sakhon district towards purchasing bicycles. Questionnaires were used as the tool to collect data from the total number of 200 consumers who purchased 5 types of bicycles, each of which was equally determined to 40 consumers, according to the quota sampling method. Data were, then, analyzed by frequency, percentage, and mean. The findings showed that most respondents were male in the age of 21-30 years old and single. Their education background was diploma or equivalence. They averagely earned monthly income at the amount of 10,001-20,000 Baht and worked as employee/private company employee. According to the study their behavior towards purchasing bicycles, the results presented that the majority limited their budget for a bicycle at 2,000-10,000 Baht. They purchased it with the purpose of exercising and considered the most on its durability. Person involving in purchasing decision making and payment the most was the respondents themselves. Occasion that they purchased the bicycle was at the time when they needed to use it. Most of them selected the bicycle from bicycle shop. In addition, most respondents searched for more information about a certain bicycle prior to making purchasing decision; mostly from the Internet, and usually paid for the bicycle in cash. Regarding the study on post-purchasing behavior, the majority recommended the purchased product to friends or acquaintance and planned to purchase more, especially the one being categorized in sporty and touring types of bicycle, in the future. The results of the study on marketing mix factors affecting decision making of the respondents towards purchasing bicycles presented that all marketing mix factors affected their purchasing decision at high level. The factor affecting their purchasing decision the most was product; followed by factors namely price, promotion, and place, respectively. Hereafter were shown the sub-factors being ranked at the highest level. The product factor was the strength and the durability of product. The price factor was the reasonable price comparing to other brands. The promotion factor was the cash discount as well as the friendliness of salesperson. The place factor was the product arrangement that made the product visible clearly.