A STUDY OF MARKETING MIX FACTORS AFFECTING TO CUSTOMER BUYING DECISION OF THE SPECIAL GOVERNMENT SAVINGS BANK LOTTERY AT GOVERNMENT SAVINGS BANK SI YAN BRANCH, BANGKOK

Abstract

The purposes of this study were to examine marketing mix factors affecting customer buying decision of the special Government Savings Bank Lottery at Government Savings Bank Si Yan Branch, Bangkok. Also these studies aimed at the data for this study was obtained from a face-to-face survey of 370 customers were subject to a questionnaire to solicit the information. The 5 rating scales were used to assess 7 dimensions of the special Government Savings Bank Lottery, such as product, price, place, promotion, personal, physical Evidence and Presentation and process. The data were analyzed and presented as frequency, percentages, standard deviation and One-Way ANOVA. It was found that most of the respondents were female, age 36-40 years old,  study at the undergraduate level, career as a Government/State Enterprises, Most of the respondents have income range of up to 20,001-30,000 baht. The customers decided to buy the special Government Savings Bank Lottery at Government Savings Bank based upon the people. Each customer had not different personal views when they made a decision to buy the special Government Savings Bank Lottery at Government Savings Bank