ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการซื้อแบตเตอรี่รถยนต์ในอำเภอสันทราย จังหวัดเชียงใหม่

Abstract

The purpose of this independent study was to study Marketing Mix Affecting Consumers Towards Purchasing Car Batteries in San Sai District, Chiang Mai Province. Questionnaires were used to collect data from 408 people by using quota sampling technique with the same proportion of the 34 people in each sub-district for 12 sub-districts in San Sai district. The data were analyzed by descriptive statistics, via frequency, percentage and mean, together with inferential statistics: t-test and One-Way ANOVA were tested at 95% confidence interval. The results of this study revealed that the majority of the respondents were male, aged 50 years and over, earning average monthly income 10,001-20,000 Baht, having 1 private car, driving a car every day, driving Asian Sedan, using a car with capacity engine 1,500-1,999 cc, using TOYOTA car brand, the car used regularly was a 2-5 years old. The respondents changed car batteries at a car battery shop, used GS brand car battery, used conventional battery, checked the battery 1-2 times per year and replaced the battery once every 2-3 years. Marketing mix factors affecting consumers towards purchasing car batteries in San Sai District, Chiang Mai Province found that respondents gave a high level of effect respectively: Place, Product, Price and Promotion. In term of product, the top 3 which respondents decided at highest level of effect are Product Quality, Product lifetime, Ease of maintenance and Product warranty. In term of price, Respondents gave Suitability of price with battery type at highest level of effect, having clearly price tags for each model, as well as being able to bargain at high level of effect. In term of place, the convenience of going to use the service at shop’s location, the shop’s location was near their house and products were ready and enough for sale are the top 3 which influence respondents at highest level. And in term of promotion, being able to use the old battery to ask for discount affected consumers at highest level, Staff can provide information or give them advice about batteries and Discount affected respondents at high level. Respondents who have different gender, age, type of car used regularly, age of car used regularly and type of car batteries had different effect on marketing mix at 0.05 significant level