Guidelines for increasing the use of new car hire loans for Tisco Bank Pub Co., Ltd. in Phra Nakhon Si Ayutthaya and Ang thong

  • วรวิทย์ วรรณพิน
  • ธฤตพน อู่สวัสดิ์
Keywords: Marketing Mix, Car Hire Purchase, Decision Behavior

Abstract

This independent research was objected to 1) study the important of the factors of the marketing mix in Tisco Bank Pub Co., Ltd. in Phra Nakhon Si Ayutthaya and Ang thong 2) study demographic characteristics affecting customer choice of car hire purchase by Tisco Bank Pub Co., Ltd. in Phra Nakhon Si Ayutthaya and Ang thong 3) study demographic of the factors of the marketing mix affecting customer choice of car hire purchase by Tisco Bank Pub Co., Ltd. in Phra Nakhon Si Ayutthaya and Ang thong.

The samples in this study were to hire purchase customers of Tisco Bank for Isuzu, Ford and Toyota new car buyers in Phra Nakhon Si Ayutthaya and Ang thong. The data were analyzed by percentage, frequency, mean and standard deviation to explain demographic factors and customer choice behavior of car hire purchase. The relationship analysis between the dependent variable and the independent variable was used by Chi-Square test.

The results of demographic factors showed that the majority of the respondents were male, aged between 20-30 years with married status, have a vocational certificate/higher vocational certificate, occupation of private company employees with monthly income of 20,001-30,000 baht and no debt burden. For customer choice behavior of car hire purchase found that most of the respondents choose Isuzu cars, 4 doors pickup truck, down payment rate at 15%, 84 periods for installment and interest rate level at 2-3%. In addition, the analysis of the marketing mix factors in customer choice behavior of car hire purchase found that people, product, price, place, promotion and process were at the highest level in all aspects. The relationship between demographic factors and customer choices behavior of car hire purchase found that gender, aged, marital status, education level, occupation, monthly income, car brands, types of cars, down payment rate, installment periods, interest rate level and debt burden were affected by customer choice behavior of car hire purchase in all aspects.

Published
2020-08-19
Section
Business Administration and Management Articles

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