SOCIAL NORMS AND MARKETING MIX FACTORS TO DECISION MAKING CAR CARE SERVICES IN SAKON NAKHON PROVINCE THAILAND.

Abstract

The study aims to evaluate the effect of social norms, and marketing mix factors to decision making of car care services in Sakon Nakhon, Thailand. Primary data were collected from car care customers with quota sampling method, using questionnaires by face to face interviews which included quantitative data. The data were analyzed using Statistics program which reveal the results of descriptive statistics as correlation coefficient by Pearson correlation method and linear regression. Cronbach’s coefficient ( ) of social norms, marketing mix and decision making were 0.839, 0.956, and 0.882 respectively.
The results shown that majority of samples were female in between 31 - 40 years old, hold bachelor degree, working in private company with income 15,000 - 25,000 Thai baht (THB) and 1 – 2 cars per household which mostly are sedan cars. Consumer behavior for using car care services was once per month in Saturday or Sunday around 9.01 – 12.00 am and pay expense for 150 – 200 THB per time with non-specified car care selected. The reason for regularly using car care were (1) clean washing (2) nearby accommodation/workplace and (3) good services. Selected services from car care were (1) exterior wash and interior vacuum (2) exterior wash and (3) wax and polish. Average service time spent was more than 55 minutes. The evaluation revealed that the mean score of social norms, marketing mix and decision making were 3.57, 4.27 and 4.09 respectively. Hypothesis testing results indicated that a social norm was nonsignificant effect on decision making car care services at 0.144 significant level. Whereas, marketing mix was significant effect on decision making car care services at 0.327 significant level. Therefore, marketing mix was a principle factor which effected to decision making of customer using car care services in Sakon Nakhon.