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Factors Influencing Consumers' Decision To Buy Car Spare PartsIn Karnchanburi Province |
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| รหัสดีโอไอ | |
| Creator | Anchalee Pornchokdeeraporn |
| Title | Factors Influencing Consumers' Decision To Buy Car Spare PartsIn Karnchanburi Province |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University |
| Publication Year | 2561 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 5 |
| Journal No. | 1 |
| Page no. | 42-56 |
| Keyword | Decision To Buy, Car Spare Parts, Consumers In Karnchanburi Province |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/11674 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | The research aimed to study: 1) the purchasing decisions of automobile spare partsof consumers in Kanchanaburi Province; 2) the comparison of differences in personal factorsaffecting purchasing decisions of automobile spare parts of consumers in KanchanaburiProvince; 3) the marketing mix affecting purchasing decisions of automobile spare parts ofconsumers in Kanchanaburi Province; and 4) the suggested guidelines for automobile spareparts' sales management of entrepreneurs in Kanchanaburi Province. The study employedmixed-methods approaches. The research sample was 400 consumers making decisions topurchase spare parts in Kanchanaburi Province, derived by proportional stratified randomsampling. The group interview was of 3 entrepreneurs of automobile spare parts. Theresearch instrument was a questionnaire. The reliability of marketing mix factors were 0.77for product, 0.81 for price, 0.74 for place, 0.71 for promotion and 0.80 for service. Data wereanalyzed with percentage, mean, standard deviation, t-test, one-way analysis of variance,multiple regression, and content analysis.The findings of this research were as follows:1. Information resources supporting purchasing decisions of automobile spare partswere mostly derived from automotive mechanic (51.25%). Automobile parts most frequentlyreplaced were engine spare parts (54.00%). Most consumers made purchasing decisions ofautomobile spare parts in case of engine deterioration (78.25%). Most consumers hadestablished criteria for purchasing decisions of automobile spare parts by product quality(60.75%).2. Age and occupation affected the purchasing decisions of automobile spare partsof consumers in Kanchanaburi Province with statistical significance at .053. The marketing mix factors together predicted purchasing decisions of automobilespare parts of consumers in Kanchanaburi Province with the percentage of 12.00.The regression equation was (?tot) = 0.08+ 0.07 (X1) + 0.04 (X2) + 0.05 (X3) + 0.04 (X4) + 0.15(X5)4. The suggested guidelines for automobile spare parts' sales management were1) cultivating collaborative partnerships allies among automobile spare parts shops; and2) focusing on customer access with impressive services. |
