Marketing Mix Affecting Purchasing Decision on LED Bulbs of Electrical Contractors’ Groups at Bangkok Metropolis

Abstract

The Objectives of this quantitative research were (1) to compare purchase intention on LED bulbs among staffs, classified by personal and (2) to received marketing factor affecting purchase intention on LED bulbs of electrical contractors’ groups at Bangkok metropolis. This is considered as a quantitative research in which the questionnaires are used to collect data. The sample size includes 107 individuals who are building electrical supervisors, building electricians, and purchasers according to the concept Krejcie & Morgan, (1970). Research tool is a questionnaire. Statistics used in this research include mean, percentage, Standard Deviation, t-test, F-test, and One-Way Analysis of Variance (ANOVA) via Fisher`s Least Significant Difference (LSD). The results confirmed that the differences in marketing mix produce a difference in buying decision on LED bulbs of groups of electrical contractors in Bangkok metropolis. If we consider each item separately, the marketing mix in terms of product, price, place, promotion, people, and physical evidence have no relationship with purchasing decision on LED bulbs of groups of electrical contractors in Bangkok metropolis. However, the marketing mix in term of process produces a difference in purchasing decision on LED bulbs of groups of electrical contractors in Bangkok metropolis at the statistically significant level of 0.05.