พฤติกรรมและปัจจัยที่มีผลต่อการตัดสินใจเลือกซื้อผลิตภัณฑ์น้ำมันเครื่องรถยนต์ประเภทส่วนบุคคลในเขตจังหวัดสุโขทัย

Abstract

This purpose research aims to 1)Study behavioral and factors affecting to decision buying of personal car engine lubricator in Sukhothai province 2) Study marketing mix of consumer decision to purchase oil personal cars. The population of province of research includes incorporation of individual motorists in province. The sample size is 384. The statistics used in data analysis were percentage, mean and standard deviation and hypothesis testing.

The results showed motorists personal cars that most were female, aged 20-29 years of undergraduate study employed and average monthly income 10001-25000 baht.

The research behavioral and factors affecting to decision buying of personal car engine lubricator found that high level, include reason purchasing decisions, brand of decision, source buy oil products, property of lubricator and Information of products.

From the research factor marketing mix that affects the selection lubricator personal cars, found at high level, include products, price, distribution channel marketing and promotion.

Hypothesis found

1. Personal factors such as gender, age and education level, the behavior to decision buying of personal car engine lubricator was different at level significant 0.05

2. Personal factors such as gender, education and income per month of different factors affecting the market of consumers who decide factors affecting to decision buying of personal car engine lubricator was different at level significant 0.05