Factors affecting Smart watch Purchasing Decisions of People in Generation X

Abstract

The objectives of this research were 1) to compare the differences of the
demographic factors affecting a decision making in buying a smart watch of people in the
Generation X, 2) to investigate the level of importance of marketing mix factors affecting the
decision making in buying a smart watch of the people in Generation X, and 3) to study the
relationship between the marketing mix factors and Generation X people’s decision making in
buying a smart watch. This study was a quantitative research. The data were collected using
the simple random sampling technique. The online questionnaires were implemented as a tool
to collect data. The samples were 400 males and females aged between 41 and 55 (born
between 1965 and 1979). The statistics used for data analysis were percentage, mean,
standard deviation, t-test analysis, analysis of variance (One Way ANOVA) and multiple
regression analysis, 95% confidence level.
The results showed that the majority of the samples were male and married, obtained
a Bachelor’s degree, and worked in private companies with an average monthly income of 30,001 -
50,000 baht. The hypothesis testing revealed that genders, marital status and education levels
affected Generation X people’s decision making in buying a smart watch at a significant level
of 0.05. In addition, Marketing mix factor (4Ps) affected the Generation X people’s smart watch
purchasing process. It was found that all four marketing mix factors were of the greatest
importance to the decision making process. Additionally, it was found that three aspects of the
marketing mix: product factors, price factor and marketing promotion factors have a significant
effect on the smart watch purchasing process of the Generation X group at a significant level
of 0.05.