Customers’ Behaviors In Selecting and Buying Pickup Trucks in the Provinces Located in Lower Northern Region

Abstract

The purposes of study were to 1) study the marketing mix factors influencing customers’ behaviors in selecting and using pickup trucks in the provinces located in lower northern region, 2) to compare the level of opinions of the target group categorized by gender focusing on customers’ behaviors in selecting and using pickup trucks in the provinces located in lower northern region, and 3) to study customers’ behaviors in selecting and using pickup trucks in the provinces located in lower northern region. The researcher selected the target group using purposive sampling technique. The target group was 400 users of pickup truck. The instrument used in collecting data was a rating scale questionnaire. The statistics used were means, T-Test and frequency. 

From the study, The Consumer behavior of Purchasing and using pickup trucks in the lower northern region.The Objective of purchasing the pick up trucks for Cargo transportation 27 percent .Receiving  information from advertising billboad 25 percent. Trendency of purchasing the pick up trucks is 68 percent. Length of making purchasing decision to buy a pick up trucks  within a year is 66.17 percent.

Comparing the opinion levels of the target group based on gender, focusing on customers’ behaviors in selecting and using pickup trucks in the lower northern region, every aspect studied showed no difference statistically. The statistic significant of all aspects was at 0.05.   

   it was found that marketing mix factors that are essential to the users’ decision in selecting pickup truck were at high level in every aspects. The aspects considered were marketing promotion, product and service, channel of distribution and marketing respectively.