The guidelines to increase the savings amount of “Kaset Yang Yuen” BAAC Savings Certificate

Abstract

The objectives of this research were to investigate savings behavior among low income people and to study marketing mix factors affecting savings decision through the purchase of “Kaset Yang Yuen” BAAC Savings Certificate and to determine the guidelines to stimulate the savings through the purchase of “Kaset Yang Yuen” BAAC Savings Certificate. This study was a quantitative research. A questionnaire was used as a research instrument for data collection. The sample was customers of  Bank for Agriculture and Agricultural Cooperatives (BAAC) Bangkhen Branch holding a government welfare card or earning monthly income not more than 25,000 baht 200 samples.  The results of this study indicated that  Most of the respondents were female, working age, had married status, the sample saved money by bank for expenses as needed. The sample preferred gambling because there was a chance to win prizes. The sample was interested in “Kaset Yang Yuen” BAAC Savings Certificate because of saving money while having a chance to win prizes. The reasons that some people were not interested in the product were  difficult process. Most of them would recommend associates to use the service. Overall marketing mix factors significantly affecting savings decision through the purchase of  “Kaset Yang Yuen” BAAC Savings Certificate. When individual aspects were considered, an aspect with the highest mean was Price, followed by Promotion, Product, and Place, respectively.  the solution to the problem is to expand the target audience to young people. By bringing promotion Help focus on the youth group to see the advantages of the product. And go into the area to reach the target audience To reduce the complicated process, it will help the target audience be interested in continuing to use the service.