Factor Influencing to Marketing Mix of Inverter Air Conditioner on Working Generation

Abstract

The objective of this research was to (1) Study the level of agreement marketing mix factor of consumers in a working generation (2) Study of factors that affected to Marketing Mix of Inverter air conditioning in working generation. By this research is quantitative research, which collects samples via the Convenience Sampling method. Analyze statistical data by using t-Test, One-Way ANOVA (F-Test), and Least Significant Difference (LSD analysis) at 0.05 level of significance. The result of research found that Most consumers are women age between 32 to 41 years, status single, house member 2 – 3 members, graduated between diploma and bachelor degree, company employee, income between 20,001 to 40,000 baht per month. Also result as (1) Level of agreement of marketing mix factor are in the same level Very importance. (2)The factor which affected to marketing mix difference was Gender factor thought Place factor, Male has more impact than Female. For moreover House’s member factor affected though Price factor, which 4-5 house’s member group have more impact than 2-3 house’s member group. On the other hand, the Income factor has affected through the Price factor and Place factor by the group which has an income between 40,001Baht to 60,000 Baht have more impact than the group which has an income between 20,001 Baht - 40,000 Baht in factor both factor Price factor and Place factor. Also, found the group, which has income more than 60,001Baht has more impact than the group, which have income between 20,001 to 40,000Baht in the only price factor.