MAKETING MIX TOWARD USING SERVICE AT TAILOR

Abstract

This research aimed to study 1) personal factors important to decisions to use service of tailored-made shops among working consumers in Lat Krabang area, 2) marketing mixes of services important in using service of tailored-made shops among working consumers in Lat Krabang area, and 3) behaviors in choosing tailored-made shops among working consumers in Lat Krabang area. The sample in this research was a total of 400 working customers over 20 years old in Lat Krabang area by using the quota sampling method and collecting data through questionnaires. Data were analyzed by SPSS Statistical Packages and the statistic used in this research consisted of frequency, arithmetic mean, percentage, standard deviation, t-test and One-way ANOVA. The findings showed that most of the sampling were married male between 31-40 years old, working as private employees/workers, holding a bachelor’s degree with and average month income of 15,001-25,000 baht per person and 1-5 years of work experience, and living in Lat Krabang area. Overall, the marketing mixes of services important to behaviors in using service of tailored-made shops were at high level. The consumer gave the most importance to reliable shops, negotiable price, sufficient parking space, additional services or discount, service providers with friendliness, humbleness and willingness to provide service, seats for relaxation and facilities, such as book corner. The analysis of behaviors in using service of tailored-made shops among working consumers showed that factor of expense in using services each time was related to decision making at a high level, followed by frequency of using services and conditions of using services were related to decision making at a moderate level. Reasons of using services, source of service information, and period of days in using services were related to decision making at a low level, whereas period of time was related to decision making at a lowest level.