Marketing Mix Affecting Purchase Decision of Honda Civic of the Users in His Majesty the King 84th Birthday Anniversary Sports Complex, Bang Bon, Bangkok

Abstract

The objective was to study the Marketing Mix Affecting Purchase Decision of  Honda Civic of the Users in  His Majesty the King 84th Birthday Anniversary Sports Complex, BangBon, Bangkok. marketing mix in terms of product, price, place, promotion, people, physical evidence and presentation, process. The study of demographic factors affecting the decision to buy Honda Civic  and to be guidelines and suggestions for further research for the future. that affect buying decision of Honda Civic.  The questionnaires are used to collect data. Based on a stratified sampling, the sample size includes those who are 18 years old and above and are currently using or have ever used Honda Civic at the total number of 330 persons.  The descriptive data include percentage, mean, and standard deviation. The data are analyzed by using t-test, F-test and Pearson product-moment correlation coefficient.

            The results showed that most of the respondents are males, having age between 26-33 years old,  holding a bachelor degree,  working with private firms, and having monthly income between 20,001-25,000 baht. The product dimension held the highest value while the promotion dimension on buying old cars with high price carried the lowest value at the moderate level. The hypothesis testing revealed that the differences in sex, age, education, occupation, and monthly income have a difference in purchase decision of Honda Civic of the users in His Majesty the King 84^th Birthday Anniversary Sports Complex, Bang Bon, Bangkok. And the marketing mix in terms of product, price, place, promotion, people, physical evidence and presentation, and process have a relationship with purchase decision of Honda Civic at the statistical significant level of 0.05.