พฤติกรรมของลูกค้าในการฝากเงินแบบมีการเสี่ยงโชคกับสถาบันการเงินในอำเภอเมืองน่าน

Abstract

This study aimed to investigate behavior of customers towards lottery-type deposits with financial institutions in Mueang Nan district. The study population consisted of 300 lottery-type deposit customers from the Bank for Agriculture and Agricultural Cooperatives (BAAC) and the Government Savings Bank (GSB) in Mueang Nan district. Questionnaires were used as a tool, and the data analysis methods were descriptive statistics: frequency, percentage, and mean, and the inferential statistics: T-test and Chi-square test. The level of statistical significance was set at 0.5. The results showed that most respondents were single females aged 21-30 and 31-40 with a bachelor's degree. They worked as freelancers or government/state enterprise officers and earned monthly income of less than 20,000 Baht. In the past six months, they mainly bought government or illegal lotteries. They did not have any savings account except for the lottery-type deposit account with Bank for Agriculture and Agricultural Cooperatives (BAAC) and the Government Savings Bank (GSB). Results of the study on behavior of customers towards lottery-type deposits with financial institutions in Mueang Nan district were showed as follows. Most respondents had lottery-type deposit accounts with the BAAC, Pang Kha branch or the GSB, Mueang Nan branch. The BAAC's Lucky Fund (Tawee Chok) was the most popular and the highest-deposit product among them. The majority deposited less than 500,000 Baht, and most of them deposited less than 100,000 Baht. Those who deposited 500,000 Baht or more had deposit amounts between 500,000-999,999 Baht and 1,000,000-1,499,999 Baht. Both groups have deposit amount per transaction between 1-25,000 Baht. They deposited when the products were available, using their salary/wage as the source of money. They also deposited the money when they received income. The bank staff suggested them to choose this product. They preferred to go to the bank branch by themselves to deposit. Their main reason for choosing this product was to save money. The study on marketing mix factors that influenced the decision-making towards choosing lottery-type deposit products among the customers in Mueang Nan district found that the following factors had the highest level of impact on their choice of lottery-type deposit products: product, people, place, process, price, and physical evidence, respectively. Hereafter were shown the top elements of each factor that influenced the choice of lottery-type deposit product. For the product factor, the most important element was the appropriate amount of deposit per unit to win the prize. For the place factor, the most important element was the location that was easy to reach and access. For the promotion factor, the most important element was the advertisement on various media such as radio, television, printed media, and online media. For the people factor, the most important element was the staff who had knowledge and could provide accurate and understandable information about the products. For the process factor, the most important element was the accuracy of opening the deposit account. For the physical evidence factor, the most important element was the staff who dressed politely.