THE CORE FACTORS OF PRODUCT, PRICE, & PLACE EFFECT TO GEN Y CONSUMER BEHAVIOR
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This article is aimed to study 1) the marketing mixed components in 3 elements are product, price and place, 2) level of consuming behavior of Gen Y consumers and, 3) main factors of the marketing mixed components which affect consuming behavior of Gen Y. This research is quantitative research. Data were collected using questionnaires from 414 Gen Y samples in Bangkok and its vicinity, from 12 department stores and supermarkets. The data were analyzed by factor analysis, principal component analysis and VARIMAX rotation. The research results showed that 1) Gen Y consumers considered all 3 marketing mixed components, 2) Gen Y consumers showed all 12 styles of consumer, and 3) the results of core factors analysis of all marketing mixed affecting Gen Y consumers’ consuming behavior showed that 3 marketing mixed components, 12 marketing mixed variables could be divided into 3 core factors; the 1st core factor: Place convergence distribution channels via physical channel & online 5 variables can predict 34.382% of variances showed that Gen Y considers distribution place to change over time; the 2nd core factor: Pricing Strategy 4 variables can predict 17.744% of variances showed that price and promotion are the core value of marketing. ; the 3rd core factor: product benefits 3 variables can predict 11.906% of variances showed that building a valuable brand by presenting the benefits of the product directly, emotional benefits of the product itself and benefits that reflect the identity of the buyer can stimulate the consuming behavior of Gen Y consumers.
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