FACTORS INFLUENCING CUSTOMER’S DECISION MAKING TO SELECT CAR LOAN SERVICES OF QUICK MONEY LIMITED

Abstract

This independent study aims to (1) study personal factors affecting consumers’ decision-making to use Quick Money Ltd.’s credit services in Bangkok and (2) investigate the marketing mix factors influencing their decision-making. This research included a population of 2,900 customers using Quick Money Ltd.’s credit services in 2007. The data were collected using questionnaires and analyzed using 1) descriptive statistics including frequency, mean, and standard deviation and 2) inferential statistics including t-test, F-test, and multiple regression analysis.

The results of the study showed that most of the questionnaire respondents were female aged between 31 – 40 years old. They had their own business and earned an average monthly income of 15,000 – 20,000 baht. From the analysis, it was found that most of the samples ranked the marketing mix factors in the aspects of promotion, staff, and physical appearance as the most important, followed by the marketing mix factors in the aspects of price, service channel, and service procedure. Furthermore, most the respondents ranked the service system and the service provider as the most important factors influencing their decision-making to use the service, followed by service procedure.

The results of hypothesis testing showed that customers’ monthly incomes differently affected their decision-making to use credit services at the 0.05 level of significance. In addition, the marketing mix factors including price, staff, and service procedure had an effect on the customers’ decision-making to use Quick Money Ltd.’s credit services at the 0.05 level of significance.