MARKETING MIX FACTORS AFFECTING THE CONSUMER’ DECISION TO BUY SMARTPHONES IN MINBURI METROPOLIS

Abstract

               This objective of this research were to 1) to compare smart Phone purchase decisions By demographic, including gender, age, income, occupation and education and 2) To study the factors of the marketing mix of 4P's that affect the decision to buy smart Phones. Of consumers in the Minburi metropolis. This research was a survey research. The sample groups used in the study were There were 400 general consumers who decided to buy a smart Phone in Minburi metropolis. Data were analyzed by using descriptive statistics including mean, percentage, standard deviation. Inferential statistics were used by differentiation tests, including t-test, One way ANOVA and hypothesis testing statistics. By analyzing multiple linear regression analysis using the Enter method, the details are as follows. The study found that 4P's marketing mix factor influencing the smart Phone purchase decision of the consumers in Minburi metropolis. Overall, the results of the hypothesis testing showed that gender, age, average monthly income, occupation and education level. There was a marketing mix factor of 4P's that influenced the smartphone purchase decision of the consumers in Minburi metropolis. They differ significantly at the .05 level. Factors Affecting Consumer's Smart Phone Buying Decision in Minburi metropolis District By analyzing multiple linear regression analysis using Enter method, it was found that factor variables, marketing mix factor, 4P's, production (X1), price (X2), distribution channel (X3) and marketing promotion (X4) it was a statistically significant factor affecting consumers' purchasing decision in Minburi metropolis at the level of .01 and .05