อิทธิพลของการสื่อสารทางการตลาดแบบบูรณาการของร้านค้าปลีกผลิตภัณฑ์สมาร์ทโฟนต่อการตัดสินใจซื้อของเจเนอเรชันแซดในอำเภอเมืองเชียงใหม่

Abstract

Influence of integrated marketing communication of smartphone retail storeson purchasing decision among generation Z in Mueang Chiang Mai district was studied by collecting data from a sample group of Generation Z consumersborn during the year 1995-2009 and lived in Mueang Chiang Mai district. The sample group used to buy a new smartphone product which operates an Android or IOS system at least once before answering the questionnaire within 3 years.Purchases were made by 300 consumers in front of smartphone product retailers with an online questionnaire. The data were analyzed by descriptive and inferential statistics. The results showed that most of them were male, had education at secondary or vocational level. They had an average income of 1-5,000 baht per month and were using a smartphone in the price range of 10,001-15,000 baht. The reason for changing or buying a new smartphone was the old device was damaged. The person who influenced on decision to buy a new smartphone was oneself. The opinion on integrated marketing communications of smartphone retail stores and the purchase decision were at agreeing level. Moreover, the integrated marketing communication of smartphone retail stores revealed the most influences on the purchase decision of Generation Z's smartphone products in Mueang Chiang Mai District was personal selling, followed by event marketing, direct marketing, sales promotion and public relations, respectively. This study was beneficial to smartphone retailers in planning appropriate as well as effective integrated marketing communications strategies of smartphone retail stores to increase purchase sales from Generation Z customers.