MARKETING INNOVATIONS AFFECTING THE BUYING DECISION OF COMPUTER EQUIPMENT OF GROUP INTEL AND AMD, CONSUMERS LATE TEENS TO WORK IN BANGKOK

Abstract

This research aimed to study Marketing innovations that affect the decision to purchase computer equipment of group Intel and AMD, consumers late teens to work in Bangkok.

This research aims to study the market innovations affecting the purchase decision of Intel and AMD group, computer equipment of the consumer end reaches the age of teens working in Bangkok as a quantitative survey using a questionnaire as a tool to collect information and selects a random sample of 400 people that count buy convenience computer equipment of Intel and AMD groups to monitor the quality of the questionnaire. Used to determine the linear content and verification of confidence from alpha through Rho nabaek benchmark statistics include the percentage frequency values, average, and standard deviation. Use of regression analysis model phahu that the statistical significance level 0.05 to test research hypotheses.

Most of the 252 are male, aged 22-24, about the degree of the single family of 2-4 people Private Employees 10,001- 20,000 baht monthly income and hobby games. (E-Sport) on the purchasing behavior of the majority of the PC Personal computer (PC), the average age of more than four years in the active game group ratings, reviews, marketing innovation. Computer brand of Intel and AMD in the opinion of many. And the purchase of computer equipment to the camp of Intel and AMD in the opinion of many.

The hypothesis testing found that marketing innovations that influence the decision to buy computer equipment of brand Intel and AMD, such as product Innovation, organization Innovation, process Innovation The factors influencing the decision to buy computer equipment from Intel and AMD include process innovation and product innovation, resulting in the decision to purchase computer equipment from Intel and AMD. The enterprise innovation did not affect the decision to buy computer equipment from Intel and AMD. Of the consumers at the 0.05 level of significance.