พฤติกรรมการเลือกร้านขายอุปกรณ์ไฟฟ้าของผู้บริโภคในจังหวัดเชียงใหม่

Abstract

The Purposes of this independent study were to investigate consumer behavior and factors of service marketing mix (7Ps) towards selecting electrical supply stores in Chiang Mai province. The sample was using convenience sampling method. The instruments used questionnaire for collect data from 384 people in Chiang Mai who got service from electrical supply stores in Chiang Mai province with in the duration of the perior less than 1 year. Data was analyed by using descriptive statistics namely frequency, percentage, mean and standard deviation, and using Inferential Statistics namely Chi-square and Multiple Linear Regression. The results of the study consumer behavior found that most respondents were males aged 31- 40 years old, their occupation was contractor, Type of electrical device that they buy is lamps/light bulbs, the purpose of purchase was for repair, decisions by themself, choosed electrical supply stores for purchasing electrical devices, their visit the store 2-3 time per week and period for visit the store depended on the occasion, retail purchases and used cash for purchase. Furthermore, when investigate the relationship between customer behavior and personal factor occupation of customer in Chiang Mai province, it was found that selection electrical supply stores of contractor occupation and non-contractor occupation are diffrences. With the significant statistic level at 0.05

The results of the study factors of service marketing mix (7Ps) towards selecting electrical supply stores in Chiang Mai province found that the factors of the service marketing mix (7Ps) are highly involved in customers selection of electrical supply stores in Chiang Mai province. Which the factors of the service marketing mix (7Ps) involved in customers selection of electrical supply stores in Chiang Mai province were physical environment(X6), price(X2), process (X7), and people(X5) could write the predictive equation as selection of electrical supply stores = 0.64 + 0.21 (X2) + 0.15 (X5) + 0.30 (X6) + 0.16 (X7). With the significant statistic level at 0.05