ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในจังหวัดเชียงใหม่ในการซื้อรถจักรยานยนต์บิ๊กไบค์

Abstract

This independent study is to examine the marketing mix affecting consumers in Chiang Mai Province towards buying big bikes. An online questionnaire was used to collect data. The population of this study was consumers who were working-aged population, students, or whose domicile was Chiang Mai Province, and who bought, possessed, and rode big bikes. As the number of the population was unknown, the Cochran formula was used to calculate a sample size of 385 with a 95% confidence level. They were selected by convenience and snowball samplings. A QR code was used to distribute questionnaires to respondents in big bike clubs, big bike showrooms, motorcycle parts shops, and big bike ride events. The data acquired was analyzed by descriptive statistics including the frequency, percentage, mean, and by inferential statistics to analyze the difference of the marketing mix elements affecting the consumers in Chiang Mai Province towards the purchase of big bike motorcycles. They were categorized by age, average monthly income, and the price range of big bikes. One-Way ANOVA was utilized to test hypotheses from H01 to H03. Scheffe’s method was also used to test pairwise differences of the subfactors. The results of the study showed that the majority of the respondents were single males aged between 26 and 30 years old. They possessed a bachelor’s degree and had their own business. Their salary range was between 20,001 and 30,000 baht. They commonly used Honda’s naked bikes and the bikes they bought were brand new. Concerning behaviors of the consumers in Chiang Mai Province towards the purchase of big bike motorcycles, it revealed that most respondents bought a big bike to ride as a hobby. They made their own decision to buy a big bike when they had enough budget. In addition, they purchased their big bikes from authorized dealer showrooms after visiting showrooms to see big bikes, making queries about them directly to motorcycle dealers, and then used the information they had to make a purchase decision by making comparisons with other models of other brands. Information sources used for comparisons were from social media, such as Facebook, Line, Instagram, and Twitter. They spent one to three months making a decision. An installment payment was chosen to pay for their big bike motorcycles. The most important reason to make a purchase decision was a motorcycle body appearance they liked. Regarding the marketing mix factors affecting the consumers in Chiang Mai Province towards the purchase of big bike motorcycles, it was found out that every factor in the marketing mix had an effect on a buying decision at a high level. The factors having the highest average were product, place, promotion, and price, respectively. With reference to product, the first three subfactors with the highest average were a beautiful shape, attractive identity, and showrooms where maintenance, motorcycle inspection, and after-sales services were provided with full resources and staff with quick repairing and maintenance services. And they could provide high-quality, durable and reliable. On the subject of price, the first three subfactors with the highest average were reasonable price compared to the quality of the product, reasonable price compared to its competitors’ products, and prices and promotions clearly shown at the point of purchase displays. Concerning place, the first three subfactors with the highest average were the availability of showrooms in big provinces in all regions, the reputation of dealers, and the availability of customer lounges. With regard to promotion, the first three subfactors with the highest average were friendly and service-minded staff, knowledgeable staff who could give recommendations appropriately, and advertisements on social media, for example, Facebook, Line, Instagram, and Twitter. According to the results of hypothesis testing, the respondents of different ages gave importance to product and promotion differently. As for price and place, they gave no difference between both factors. The respondents with different average monthly incomes and who had big bikes at different price ranges gave importance to every marketing mix factor differently.