THE INFLUENCE OF MARKETING MIX AFFECTING THE SUCCESS OF GEN-Y ENTREPRENEURS’ ON-LINE BUSINESS IN BANGKOK AND ITS VICINITY.

Chairit  Thongrawd; Wisit  Rittiboonchai

Chairit Thongrawd College of Logistics and Supply Chain, Suan Sunandha Rajabhat University, Bangkok, Thailand
Wisit Rittiboonchai College of Logistics and Supply Chain, Suan Sunandha Rajabhat University, Bangkok, Thailand

Keywords: Marketing Mix, Success of On-line Businesses, Gen-Y Enrepreneurs

Abstract

This research has the following objectives: 1) To study the success of on-line businesses classified by personal factors of Gen-Y entrepreneurs. 2) To search for the influence of marketing mix affecting the success of Gen-Y entrepreneurs’ on-line businesses in Bangkok and its vicinity. The samples used in this research are 400 Gen-Y entrepreneurs in Bangkok and its vicinity, utilizing Snow ball sampling. Statistical packages are used in analyzing descriptive statistics for Frequency, Percentage, Average, Standard Deviation and Inferential Statistics, Independent Samples t-test, One-way ANOVA, Multiple regression analysis, Multicollinearity, and Pearson product moment correlation coefficient.
The research resulted found that:
1) The success of on-line is different according to levels of education, monthly earnings, at a statistically significant level, while gender, age, and business type are not different.
2) The influence of marketing mix affecting the success of Gen-Y entrepreneurs’ on-line businesses in Bangkok and its vicinity, is found to consist of Consumer's Need (X1 =0.02), Cost of Appreciation (X2 = 0.08), Convenience to Buy (X3 = 0.15), and Communication (X4 = 0.41), of which Prediction Power indicator is 35 percent and can be written in formula form as follows: Y = 1.44+0.02 X1 +0.08 X2+0.15 X3.* +0.41 X4 **