CONSUMER BEHAVIOR AND MARKETING MIX FACTORS AFFECTING ON MOBILE PHONE BUYING DECISION OF CUSTOMER IN THAUTHEN DISTRICT, NAKHON PHANOM PROVINCE.

Sittichok  Maneekanto; Panitee  Karnsomdee

Sittichok Maneekanto Graduate Student, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand
Panitee Karnsomdee Department of Business Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Keywords: Customer behavior factors, Marketing mix factors, Buying decision of customer

Abstract

Mobile phone devices seem to be one of the fastest growing rates of technology in the modern market.There are many different factors affecting choice of mobile phone and buying decision of customer.This research aimed to study customer behavioral factors and marketing mix factors affecting on mobile phone buying decision of customer in Thauthen District, NakhonPhanom Province, Thailand. The research study used a quantitative researchmethod. The samples of 400customers in NakhonPhanom Province were selected by simple random sampling based on Taro Yamane formula. Data were collected through 5-point Likert scale questionnaires. Cronbach’s alpha coefficient of customer behavioralfactors, marketing mix factors, and mobile phone buying decision of customer in Thauthen District, NakhonPhanom Province were 0.914, 0.982, and 0.853, respectively.Data were analyzed by descriptive statistics and inferential statistics including the Pearson Product-Moment Correlation and Multiple Regression Analysis.
The research results found that customers’ opinion on customer behavioralfactors, marketing mix factors, and mobile phone buying decisionof customer were at the high levelswith mean scores of 4.05, 4.31, and 4.84, respectively. The research results from hypotheses testing shown that customer behavioralfactors, and marketing mix factorscan predict mobile phone buying decision of customer up to 42.30% (Adjusted R-Square 0.423) at 0.05 significant level. Customer behavioral factorshad statistically significant direct influenced on mobile phone buying decision of customer with standardized coefficients (β) of 0.331. Marketing mix factorshad statistically significant direct influenced on mobile phone buying decision of customer with standardized coefficients (β) of 0.447. In conclusion, customer behavioral factors and marketing mix factorshad significantly influenced on mobile phone buying decision of customer in Thauthen District, NakhonPhanom Province, Thailandsuggesting businesses should concentrate onthesevital factors in order to continually raise mobile phone buying decision of customer.