Marketing Model of Automobiles Business in Thailand

Abstract

 The purposes of this research were to evaluate the importance and compared marketing mix factors, purchasing behavior factors, relationship between marketing mix factors and purchasing behavior factors, marketing model of automobiles business based on an accidental sampling sample size were 385 customers. Statistical treatments used included frequency, percentage, mean, standard deviation, ranking, One Way ANOVA; compare with Least Significant Different (LSD), Pearson Correlation, and Multiple Regression Analysis to created marketing model. The analysis was conducted by computer program. 
           1. The majority of the Honda’s customers were male 313 respondents (81.5%), their age 36 – 45 years old 152 respondents (39.5%), education attend bachelor degree 184 respondents (47.8), average income per month more than 20,001 – 25,000 Baht 216 respondents (56.1%), 
           2. Finding indicated that majority of purchasing behavior in finding information area were 172 respondents (44.6%), evaluation area before buying decision making 132 respondents (34.3%), the amount of Honda car used to buy 1 – 2 cars 245 respondents (63.7%), people who influent in buying decision making by themselves 132 respondents (34.3%) 
           3. Finding indicated that all area of studies became importance level of marketing mix, car’s engine, customer’s services, and marketing promotion were very high level, but in the area of car’s body, dealer, price, and sales person were high level 
           However, the raking by mean in term of the marketing mix were car’s engine ( = 4.50), customer’s services ( = 4.39), marketing promotion ( = 4.15), car’s body( = 4.08) dealer ( = 4.05),price( = 4.02) and sales person ( = 3.81) respectively.
          4. Hypothesis tested found that there were not significant different of important level in marketing mix factors classified by gender, ages, education attend, and average income. Exceptional there were not significant different of important level in marketing mix factors classified by occupation at level .05 
          5. Finding indicated the relative between marketing mix and purchasing behavior namely finding information, evaluation area before buying decision making ,and people who influent in buying decision making were low level positive direction. 
          6. Marketing Model of Personal Cars Business = 1.364 + 7.852 marketing promotion + 4.638 customer services + 4.503 car’s body + 1.873 price + 1.354 dealer with significant level