การศึกษาเปรียบเทียบปัจจัยที่มีอิทธิพลต่อแนวโน้มการตัดสินใจเลือกซื้อรถยนต์โตโยต้า นิว วีออส ของผู้บริโภคในเขตกรุงเทพมหานคร ประเทศไทย กับ ผู้บริโภคในเขตกรุงกัวลาลัมเปอร์ ประเทศมาเลเซีย

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ศศิณัฏฐ์ ธีรรัตนางกูร ทิพย์รัตน์ แสงเรืองรอบ

Abstract

The objectives of this research were (1) to conduct a comparative study to analyze the marketing mix factors influencing the decision to purchase Toyota New Vios car for customers in Bangkok, Thailand and customers in Kuala Lumpur, Malaysia. (2) to study the individual factors that influence the decision to purchase Toyota New Vios car for customers in Bangkok, Thailand and Kuala Lumpur, Malaysia. The researcher collected data from the sample group of consumers who were interested and who intended to buy cars. The sample size was a total 500 consumers. The statistics used in analyzing, processing, and testing the hypothesis were exploratory factor analysis (EFA), independent t-test, one-way ANOVA and binary logistic regression. The result of this research found that marketing mix factors composed of product, price, place and physical location influence the differences in decisions to purchase Toyota New Vios car customers in Bangkok, Thailand and Kuala Lumpur, Malaysia at a significant level 0.05. In terms of demographic factors, the results showed that age differences affecting the trends to purchase Toyota New Vios car for Bangkok, Thailand and Kuala Lumpur, Malaysia customers was at the significant level 0.05. For factors such as education level, occupation and income per month, the differentiation in the trend of decisions to purchase Toyota New Vios of consumers in Bangkok, Thailand with consumers in Kuala Lumpur, Malaysia was not different at the statistical level of significance at 0.05.

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บทความวิจัย