Marketing Mix Factors Affecting Motorcycle Purchase Decision of Non-Commissioned Aircrews in Directorate of Aeronautical Engineering

Abstract

The objectives of this research are (1) to study marketing mix factors affecting motorcycle purchase decision of non-commissioned aircrews in Directorate of Aeronautical Engineering (2) to perceive marketing mix factors affecting decision making to purchase motorcycles of non-commissioned aircrews in Directorate of Aeronautical Engineering. The sample group consists of 306 non-commissioned aircrews in Directorate of Aeronautical Engineering. Research tool is a questionnaire. Statistics used in this research include mean, percentage, Standard Deviation, t-test, F-test, Chi-Square, and One-Way Analysis of Variance (ANOVA) via Fisher`s Least Significant Difference (LSD). The results revealed that most respondents were male 288 persons (94.1 percentage), aircrews holding the rank of Flight Sergeant First Class 103 persons (33.70 percentage), age 21-30 years 206 persons (67.30 percentage), graduated in bachelor’s degree 133 persons (43.50 percentage), single 172 persons (56.20 percentage), income lower than or equal to 15,000 baht 139 persons (45.40 percentage). Marketing Mix Analysis level, the result revealed that overall, of marketing mix was in good level (=4.15, S.D.=.547) follow by high to low were promotion (=4.56, S.D.=.618), product (=4.39, S.D.=.542), price (=4.34, S.D.=.597), place (=4.08, S.D.=.512), people (=3.96, S.D.=.523) process (=3.93, S.D.=.523), Physical Evidence (=3.81, S.D.=.529) respectively.