MARKETING MIX FACTORS INFLUENCING DECISION OF CAR USERS AND CAR OWNERS TO USE CAR CARE SERVICES IN THANYABURI DISTRICT PATHUMTHANI PROVINCE

Abstract

This research contains the objective 1) Study the demographic factors affecting the decision to use the car care service among car users and car owners in Thanyaburi District. Pathumthani Province. Classified by demographic characteristics such as gender, age, education level, occupation, monthly income 2) Study the relationship between marketing mix factors (7P's) in terms of product, price, location, marketing promotion, personnel, physical presentation and processes that influence the decision to use the car care service of the people. Car users and car owners in Thanyaburi District Pathumthani Province The questionnaire was used as a tool for data collection and processing by using a computer program. By showing the frequency value Percentage, mean and standard deviation for comparison, T-test, One Way ANOVA and Multiple Regression Analysis are as follows.

The results of analysis of data were as follows, most of the 400 sample respondents were male. Age in the range of 21-30 years, education in Bachelor’s degree. Occupation in employee of private company have an average monthly income of 20000 - 30000 years and a type of car is a sedan.

The hypothesis test results that found demographic factors of car users and car owners in Thanyaburi district Pathumthani Province, including gender, age, education level, occupation, average monthly income, different types of cars have only the average monthly income factor. Types of cars that affects the decision to choose the car care service of car users and car owners in Thanyaburi district Pathumthani Province is different and the marketing mix factors include product, price, location, marketing promotion, personnel, presentation, physical characteristics. And service processes It does not affect the decision to choose the service of car users and car owners in Thanyaburi district Pathumthani Province.