กระบวนการตัดสินใจซื้อของผู้บริโภคเจนเนอเรชันวายในจังหวัดเชียงใหม่ต่อการซื้อแท็บเล็ต

Abstract

The purpose of this independent study was to study the decision making process of Generation Y consumers in Chiang Mai Province Towards Purchasing Tablets. The data was collected by using a questionnaire from a sample group of 385 people who bought tablets in Chiang Mai province within a period of less than 1 year. The data was analyzed by using the descriptive statistics consisting of frequency, percentage and mean, and using inferential statistics consisting of independent sample t-test and one-way ANOVA. The results of the study revealed that most respondents are female. They are 22-30 years old. Their occupation is student and earning average income ranging from 20,001 – 30,000 baht. The results of the study on the 5-step decision-making process are as follows: Step 1: Problem Recognition, It was found that most respondents needed a tablet for work or study. Step 2: Information Search, It was found that most respondents search for information from social media such as Facebook, Instagram, Line OA, Mostly find information on price. Step 3: Evaluation of alternatives, It was found that the most important for Marketing Mix is product. The highest average sub-factor was the operating system stability. Step 4: Purchase, It was found that most of the respondents bought an iPad for the price of 10,001-20,000 baht. They bought it from the official retail store of the manufacturer such as Apple store, Samsung, Huawei and Lenovo. The most purpose are purchase by themselves. Who participate their decisions are themselves. They having paid by credit card and full paid. Step 5: Post Purchase Evaluation, It was found that the respondents are satisfied with use purchased tablets at the highest level. If they are not satisfied after purchase tablet, Mostly they will use to continue. In future, they are most buy definitely the same brand of tablets. And they will definitely recommend others to buy a tablet. The analysis the information by separating the information based on age range. It was found that the respondents who have different age range search different information. In the process of evaluating alternatives, There are different important on sub-factors of products and place. And the process of purchase, There are different the expenses buying a tablet and sources of purchase tablet. When analyzing the information by separating the information based on incomes, it was found that the respondents who have different incomes, it will be search different information. In the process of evaluating alternatives, There are different important on sub-factors of products and place. And the purchase process, There are different the expenses buying a tablet sources of purchase tablet and payment methods.