FACTORS INFLUENCING CAR BUYING BEHAVIOR THROUGH SECONDHAND CAR TENTS IN CHONBURI PROVINCE

Abstract

          The purpose of this study were to (1) study factors Influencing car buying 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 instrument used was a questionnaire. 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 that. The number of males and females was the same with Bachelor's Degree Average monthly income 15,001 - 30,000 Baht, age 21-30 years old, amd Married couple past 4-5 family members and wanted to buy a Honda sedan.

          The results of the study of the opinion measurement of the factors of marketing ingredients and to measure the level of opinions on car buying behavior through a used car tent of customers in Chonburi Province found that they had a great influence on decision making, including distribution channels, marketing promotion prices products and found that there was the high level of opinion on buying behavior. Such as purchasing decisions, awareness of the need, and evaluating options Information search.

          The results of the study of strategies and communication techniques suitable for the behavior of choosing a used car through a used car tent of a customer in Chonburi Province were found to have a great influence on decision making, including there were various terms and promotions to choose from, personality of salesperson, instructed after-sales service, and also found that there was the high level of opinion on buying decision behavior, such as purchasing decision, information search, evaluation, purchasing decision options.