FACTORS AFFECTING CONSUMER BIG BIKE BUYING DECISION IN PATHUMTHANI PROVINCE

Abstract

The independent study “Factors Affecting Big Bike Buying Decision of PatumThani Province” has the purposes 1) to study the personal factors affecting the decision to buy Big Bike motorcycle of consumers in Pathum Thani Province, 2) to study the attitudes that affect the decision to buy a Big Bike of consumers in Pathum Thani Province, and 3) to study the marketing mix factors that affect the decision to buy a Big Bike of consumers in PathumThani Province. The 400 samples in this research are drawn, based on convenience, from the population of the big bike motorcycle consumers using the calculation formula of W.G. Cochran. Data were analyzed by statistics, i.e. percentage, frequency, mean, standard deviation, and then compare the difference with t-test, one way ANOVA, and multiple regression analysis. 

The study indicated that most respondents were males, aged 18-28 years, and had a bachelor's degree, and having a personal business career, with an average monthly income earn of 15,001-30,000 bahts. The hypothesis testing found that (1) different personal factors such as age, education, occupation and income affect the decision to buy a motorcycle big bike of consumers in PathumThani at a significant level 0.05, (2) the attitude, including emotional feelings (β = 0.515), follow by the knowledge and understanding (β = 0.188) affect the decision to buy a motorcycle big bike of consumers in the province at a significantly level 0.05, and (3) marketing mix factors including the price (β = 0.350), follow by the channels (β = 0.278) and the products. (β = 0.228) affect the decision to buy a motorcycle big bike of consumers in the province at a significantly level of 0.05.