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Abstract

The purpose of this study was to determine factors affecting customers towards buying used car from entrepreneurs in Hang Dong district, Chiang Mai province. The data was collected using questionnaire distributed from 200 customers, comprising those who were interested and went to buy used car from entrepreneurs in Hang Dong district, Chiang Mai province. The collected data were analyzed using descriptive statistics, including frequency, percentage and mean, and using inferential statistics, including t-test and ANOVA. T-test was analyzed the differences between marketing mix and other factors, namely education level, and type of car. ANOVA was analyzed the differences between marketing mix and other factors, namely age and average monthly income, at the reliability level of 95%. Finding show that the most questionnaire respondents were males, 20 - 29 years old, single, with Bachelor’s degree, private sector employees and 20,001 – 30,000 Baht of average monthly income. They had a preference for cars and pickup trucks from Honda, a color of white, a car engine of 1,500 cc. and a pickup truck engine of 3,000 cc. The reason for car purchase was for personal purposes. The questionnaire respondents ranked marketing mix at the highest level were promotion and price. The factors that were ranked at the high level were product and place. The study of sub-factors in each category showed that for product, the highest ranked sub-factor was the original of car body (without heavy accident). For price, the highest ranked sub-factor was reasonable price as compared to the quality of used car. For place, the highest ranked sub-factor was the entrepreneur’s reputation. For promotion, the highest ranked sub-factor was warranty after sale. The questionnaire respondents ranked other factors at the high level were technological, economics, cultural, and legal and political, respectively. The study of sub-factors in each category showed that for economics, the highest ranked sub-factor was the current sluggish economy. For technological, the highest ranked sub-factor was the technology development of eco car. For legal and political, the highest ranked sub-factor was car tax and less costly compulsory motor vehicles act of used cars in comparison with new counterparts. For cultural, the highest ranked sub-factor was the convenience of using car to travel.