พฤติกรรมการซื้อรถยนต์ของผู้บริโภคจากร้านขายรถยนต์มือสอง ในอำเภอสันป่าตอง จังหวัดเชียงใหม่

Abstract

This independent study aimed to study buying behavior of consumer from used car dealers in San Pa Tong district, Chiang Mai province. The sample group in this study consisted of 390 consumers buying used car in San Pa Tong district, Chiang Mai province within the past year. The tool used to collect data is a questionnaire. Statistics used in data analysis include frequency, percentage, mean, cross tabulation, t-test, One-way ANOVA analysis and used Scheffe for pairwise comparisons. The results of study found that 1) Most of the respondents were male, aged ever 55 years old, with the marital status being married have over 5 members of family, educational level high school/vocational certificate. They were farmers, their average monthly income was 20,001-30,000 bath and lived in Chiang Mai. 2) Buying behavior used car of consumers preferred to buy pickup trucks from a used car dealer, a car engine of 3,000 cc. Toyota, a color of black, automatic, an age of car 5 years, price 300,001-400,000 bath and pay in installment with the loan company. The influence in purchasing of used car is family and decision to buy around 2-3 days. They change cars every 5 years or more and get more information from other people’s recommendations. The reason for car purchase is car damage and instead of the previous one. 3) Marketing Mix affecting buying behavior of consumer from used car dealers are at the highest level, in order as follow: Price, Place, Promotion and Product. The four key elements of a marketing mix are at the highest level. For product factor, warranty and after sales service, financial institution services, transfer ownership of car. For price factor, put a small deposit down on a car, the lowest down payment, processing fees. For place factor, reliable dealer location of used cars, off-site buying and selling used cars, near community and used car dealership zone. For promotion factor, good basic knowledge and information of product, test drive a car before buying, a free car insurance. For the results of comparing this by status, purpose of purchase car and price of used car, it was found that respondents with different lines at 0.05 level.