The process of decision-making to purchase PASAYA Energy Saving Curtain

Main Article Content

หยาดทิพย์ โพธิหลักทรัพย์
วัชระ ยี่สุ่นเทศ

Abstract

The objective of this study is to 1) study the Marketing Mix Factors Influencing Customer Purchasing Decision of PASAYA Energy Saving Curtain and process of making decision to purchase them. This research compares the process of making decision to purchase PASAYA Energy Saving Curtain classified by personal information, and finding the relationship between the Marketing Mix Factors and the process of making decision to purchase PASAYA Energy Saving Curtain by using Cochran formula, the questionnaires as a mechanism for collecting data from 400 customers and using statistics to analyze the received data. In particular, percentage, mean, hypothesis are type of T-test, F-test (One-Way ANOVA), Correlation and Multiple Regression Analysis.


         The results showed that the Marketing Mix Factors Influencing Customer Purchasing Decision of PASAYA Energy Saving Curtain is at a high level. The process of making decision are a high level. The different personal information on gender, education level, the average monthly income, and occupations influenced the different purchasing decision process. The Marketing Mix Factors Influencing is related to Customer Purchasing Decision of PASAYA Energy Saving Curtain at a high level. Marketing mix factors are product, price, and marketing promotion Influence the process of making decision to purchase PASAYA Energy Saving Curtain statistical significance in level 0.05.

Downloads

Download data is not yet available.

Article Details

Section
บทความวิจัย

References

Fakfueangboon, N. (2011). The Marketing Factors that Effect to Customers’ Behavior of Purchasing Product in SB Design Square Center, Bangkok.(Master of Business Administration Project). Srinakharinwirot University. Graduate School. (in Thai)
Klairuk, T. (2007). Behavior and buying decisions of silk consumers in PhraNakhon Si Ayutthaya Province.(Master of Business Administration Thesis).PhraNakhon Si Ayutthaya Rajabhat University, Graduate School. (in Thai)
Kunawongkrit, Y. (2016). Consumer behavior Affecting Curtain Buying Decision in Hua Hin District Phetchaburi Province. (Master of Business Administration Thesis).Stamford International University. Graduate School.
Marksoonthorn, N. (2017). Factors influencing consumer purchasing decisions of multifunction furniture in Bangkok. (Master of Business Administration Independent study). Bangkok University. Graduate School. (in Thai)
Pohthikul, T. (2008). A Study on Marketing Factors Affecting Customers’ Final Decisions on their Curtain – Buying in Fang District, Chiang Mai Province. (Master of Business Administration Independent study). Chiang Rai Rajabhat University, Graduate School. (in Thai)
Serirat S. (2017). Marketing Management. Bangkok: Diamond in Business World. (in Thai)
Somsak, C. (2016) Factors Affecting Purchase Decisions for IKEA Products of Customers in Bangkok and Vicinity. (Master of Business Administration Independent study). Thammasat University, Faculty of Commerce and Accountancy. (in Thai)
Teerapakdeepun, N. (2015). A causal relationship model of the influences of perceived value and service quality on satisfaction, trust, word of mouth and repurchases of the Index living mall’s customer. (Master of Business Administration Independent study). Bangkok University. Graduate School. (in Thai)
Wanichbancha, K. (2005). Statistics for Research. 8th ed. Bangkok: Statistic Department, ChulalongkornUniversity. (in Thai)
Wanichbuncha, K. (2003). Multivariate Analysis Using SPSS for Windows.3rd ed. Bangkok: Chulalongkorn University. (in Thai)
Wongrattana, C. (2001). Research for Learning. Bangkok: Tip Publication (in Thai)