The Influence of Perceived Differentiation of Used Car Dealers in San Pa Tong District, Chiang Mai Province: A Comparative Analysis across Occupation, Salary, and Car Price

บทคัดย่อ

This study aims to explore the role of customer perceived differentiation in influencing consumers’ intention to purchase used cars from dealerships in San Pa Tong District, Chiang Mai Province, Thailand. This study employs a quantitative, cross-sectional research design, and data were collected from 354 respondents through structured surveys. Using exploratory factor analysis, three key factors were identified as critical to consumers’ decision-making: attractiveness, accessibility, and assurance. The findings indicate that consumers’ occupation significantly affects all three factors, while consumers’ salary only shows a significant effect on assurance. The study also utilizes ANOVA and t-test analyses to examine differences across demographic segments. Furthermore, ANOVA and t-test analyses were conducted to examine significant differences across demographic segments, revealing that car price generally impacts these factors, with accessibility being particularly sensitive to price variations. These insights provide practical guidance for used car dealers to tailor marketing strategies in an increasingly digital and competitive marketplace. For academics, this study contributes to the literature by proposing an alternative perspective on customer perceived differentiation in the used car market, especially in a developing country context, and suggests avenues for further empirical validation and theoretical development.