Marketing Management Factors Influence to Customer Buying Behavior for Household Air Conditioner in Lamlukka, Pathumthani Province

Abstract

The objectives of this research were: 1) to study personal information, marketing management and consumer’s buying decision behavior on air conditioner for residence in Lamlukka district, Pathum Thani province, 2) to compare marketing management and consumer’s buying decision behavior on air conditioner for residence in Lamlukka district, Pathum Thani province which classified by personal factor, and 3) to study relationship marketing management factors influencing consumer’s buying decision behavior on air conditioner for residence in Lamlukka district, Pathum Thani province. The sample size consisted of 400 people which using the formula of W.G. Cochran and collected data by questionnaire. There was reliability of 0.92. The statistics analysis used percentage, mean, Standard Deviation, t-test, F-test, One-way ANOVA, Pearson's Product Moment Correlation Analysis and multiple Regression analysis. The finding indicated as follow:1. The overall of comparing personal factor was not difference, except in term of gender, age, education level and income per month that were difference with statistical significance at the level of .05.2. Relationship marketing management factors found that that the marketing promotion had a high level of correlation (r =. 843) and the buying decision behavior found that the information search had a high level of correlation (r =. 743). 3. Marketing management factors influencing consumer’s buying decision behavior on air conditioner for residence in Lamlukka district, Pathum Thani province could jointly predict (R2= 0.80.7, R2adjusted= 0.651, F=465.3, p< 0.001).4. Finding of consumer’s buying decision behavior on air conditioner for residence needs to plan marketing management factors in accordance with the changing social conditions in the present day.