The Comparisons of Selecting Stage for Consumers Behavior Purchasing Process of Mobile Phone Service Providers in Bangkok Yai District, Bangkok

Abstract

          In this dissertation, the researchers have objects to study 1) the comparisons of marketing mix and selecting stage for consumers behavior purchasing process of large mobile phone service providers, and 2) the comparisons of service selection and selecting stage for consumers purchasing process in Bangkok Yai District, Bangkok. Krejcie and Morgan’s formula was used in sample size determination of purposive sampling was 400 samples. The research instrument was a five-rating scale questionnaire. Using techniques of descriptive statistics, the researchers analyzed the data collected in terms of frequency, percentage, mean, standard deviation, t-test, and F-test (one-way ANOVA), findings are as follows:

1. For the marketing mix, sources of information are the same for customers of three companies. Selecting service providers and type of service providers also are the same for those customers of three companies. Customers have different selecting stage for objectives of using and service quality evaluation.
2. 2. Service selection aspect, the variable for the different of decision participants, customers have the same decisions of selecting stage for sources of information, network selecting, type of network and service evaluation quality. On the other hand, customers have the different for objective of selecting.