THE RELATIONSHIP BETWEEN MARKETING AND BRANDING FACTORS AFFECTING THE DECISION TO USE GSB BKK AREA

Abstract

By studying the objectives of this study were to study marketing mix factors and Brand image affecting the credit card decision of Government Saving Bank (GSB). The questionnaire collected data from 325 users. Use multiple Regression Statistics by stepwise to test the relationship between independent variable (Marketing Mix and Brand Image) and dependent variable (Decision of credit card service of Government Saving Bank in Bangkok)

Results found that the demographical and behavior of credit card holder behavior: the majority of samples were man 57.23%, single, aged from 31-40, with a bachelor’s degree educational level. Most worked Government official/state enterprise officer with an average income of from 20,001 to 30,000 baht per month.  In addition, the factors affecting the decision to use the credit card of the Government Savings Bank. Marketing Mix factor is Service Process, Price, Promotion and physical characteristics. Brand image is product and service. Both are significant at the .001 level.