Factors Affecting on Decision of Big Bike Motorcycle in Suphanburi Province

Abstract

The purposes of this research were; 1) to study level of marketing mixed factors toward on buying decision of Big Bike Motorcycle in Suphanburi province 2) to study the factors of demographic characteristics toward on buying decision of Big Bike Motorcycle in Suphanburi province and 3) to study the marketing mixed factors toward on buying decision of Big Bike Motorcycle in Suphanburi province. The samples were 120 of customers. A questionnaire was used to collect data with the reliability of 0.94. Descriptive statistics; frequency, percentage, mean, standard deviation and inferential statistics; t-test, One-Way ANOVA and Stepwise Multiple Regression were used in the data analysis. The research results found that; 1) the marketing mixed factors toward on buying decision of Big Bike Motorcycle in Suphanburi province. In the overall, was at a highest level. In descending order, the marketing mix factors were the product at the highest level and followed were people, process, place, physical, price and promotion respectively. 2) The different demographic characteristics factors that affected on buying decision of Big Bike Motorcycle in Suphanburi province. Found that the marital status, occupation and average income per month were different at statistical significance at the.05 level. And 3) Marketing mixed factors that affected on buying decision of Big Bike Motorcycle in Suphanburi province consisted of place and process at statistical significance at the 0.05 level.