Marketing Mix Factors affecting the Buying Decision of Huawei Mobile Phone of Consumer in Bangkok Province

Abstract

The purpose of this study was to study Marketing Mix (7Ps) factors affecting the buying decision of Huawei mobile phone of consumer in Bangkok province. It defines the scope of seven Marketing Mix (7Ps) factors: product, place, price, promotion, people, processes and physical evidence. The sample was a group of 385 customers who came to use the service from a Huawei mobile phone shop in Bangkok. in the form of a questionnaire survey and sorted into data with SPSS data analysis system.

To further analyze the accuracy of the test proportion structure, the researcher analyzed the factors. According to statistical principles, the scale's KMO value was 0.952 and p = 0.000 < 0.05. The results showed that the overall mean was 3.2370 and the overall variance was 1.22018. The highest mean, the process factor was 3.2766, indicating that the process was able to convince customers to buy the most Huawei handsets, while the average price factor was 3.2078, which was the lowest, indicating that the price. In addition, the research confirms that Marketing Mix (7Ps) factors affecting the buying decision of Huawei mobile phone of consumer in Bangkok province.