FACTORS INFLUENCING OF DECISION MAKING ON USED CARS’ PURCHASING IN BANGKOK

Abstract

The research objectives aimed 1) To examine factors influencing of the decision making on used cars’ purchasing in Bangkok that 7P’s comprised of product, price, place, promotion, people, process and physical characteristics and 2) To compare the influencing of personal factors and decision making on used cars’ purchasing in Bangkok.
The sample represented 384 used cars’ customers in Bangkok and collected from the purposive sampling method, the research instruments represented the constructed questionnaires with statistical analysis on percentage, frequency, mean and standard deviation. The statistical hypothesis testing was done in the term of t-test, F-test and bilateral comparison by Least Significant Difference method.
The finding found that 1) Most of the sample represented males with 25-35 years old, bachelor’s degree background, corporate employees in occupation with 20,001-30,000 Baht of income 2) Factors significantly influenced in the most statistical overall level to the decision making on used cars’ purchasing in Bangkok. Considering of each factor found that the most influencing factors toward the decision making on purchasing represented product and price, the significant influencing factors such as promotion, processes, physical characteristics, place and people in descending respectively.