Factors Affecting Consumer’s Buying Behavior of Second-Hand Car In Chonburi

Abstract

             The purpose of this study was to (1) study factors affecting purchasing behavior. (2) to study the relationship between personal factors, gender and car buying behavior of customers in Chonburi Province (3) to study the relationship between strategies and techniques in persuasive communication. Appropriate of the operator. The customers' choice behavior in Chonburi province (4) to provide guidance on the use of appropriate communication strategies and techniques. The result of the business tent car. Chonburi Province
             The instrument  used was a questionaire. Customers in Chonburi Province 600 persons Data were analyzed by percentage, mean, standard deviation And chi-square test. The study indicated that
            Most respondents' personal data were studied. The number of males and females is the same. Bachelor's Degree Average monthly income 15,001 - 30,000 Baht Age 21-30 years old. Married couple have 4-5 family members and want to buy a Honda sedan.
           The results of the study on the measurement of opinions on factors of marketing mix. And measurement of opinions on the decision-making behavior of car buyers through second-hand car tent. Of customers in Chonburi. The effect of decision making on the decision-making process was significant, including distribution channels, promotion price, product marketing, and decision making. Awareness of needs Alternative Assessment Information search 
           Study results, strategies, and communication techniques. With the choice of second-hand cars through second-hand car tent. Of customers in Chonburi. There are many decisions that can be made, including a wide selection of terms and promotions. Salespeople personality Provides after sales service. The level of opinions on decision making behavior was significant. Information search Optional Assessment The decision to buy.