THE DIFFERENCES IN GENDER AND TYPE OF PERSONALITY THAT AFFECT THE MARKETING STRATEGY OF “BRAND’S” PRODUCTS IN THE STUDENTS AT RAJAMANGALA UNIVERSITY OF TECHNOLOGY TAWANOK, BANGPHRA CAMPUS

Abstract

The objectives of this research article were to compare the opinions of marketing strategies of the “BRAND’S” product classified by gender and personality, this was a survey research by using the questionnaire to collect data, studying with 360 students of Rajamangala University of Technology Tawan - OK Bangpra Campus in the 2017 academic year. male respondents with extravert personality, male respondents with ambivert personality, female respondents with extravert personality, and female respondents with ambivert personality, sample of 90. The researcher analyzed the data by using statistics, percentage, mean, standard deviation, and analyzed differences of marketing strategies of the “BRAND’S” product between males and females, extravert personality and ambivert personality with independent samples          T - Test. According to the results, the group of 20 – 21 years old student is the biggest sample group in this study which has 195 respondents. The data showed that the group of male respondents give the priority to Product ( = 4.16,                S.D. = 0.555). However, the data showed that the group of female respondents give the priority to sale Promotions ( = 4.21, S.D. = 0.581). The Extraverts showed that they give priority to Advertisement ( = 4.34, S.D. = 0.322) and sale Promotions ( = 4.34, S.D. = 0.362) and the Ambiverts showed that they give the priority to Product ( = 4.00, S.D. = 0.665). The results of the analysis indicated that there were insignificant differences in opinion towards the marketing strategies of the “BRAND’S” products, price and place, advertisements, and sale promotions at the level of .05. However, there were significant differences in opinion towards the marketing strategies of the “BRAND’S” product between Extravert and Ambivert personality in products, price and place, advertisements, and sale promotions at the level of .01.