Marketing Mix Factors in The Perspective of Customers (7C's) that Affect Car Battery Purchase Decisions in the Northeastern Region Case Study S.Alaiyon Auto Part Co., Ltd.
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Abstract
The objective of this study is to investigate the 7C's marketing mix factors from the perspective of customers that affect the decision to purchase car batteries in the northeastern region of Thailand. Data was collected from 400 individuals who use personal cars, car repair shops, and auto parts stores in the region, using a questionnaire with a Cronbach's alpha reliability coefficient of 0.97. The statistical analyses used were percentages and multiple logistic regression with a 95.00 percent confidence level.
The research found that the marketing mix factors that influence customers' decision to purchase car batteries are: 1) having a variety of product brands and price levels to choose from, 2) providing off-site services (delivery), 3) having customer-friendly facilities with enough seating, 4) extending the warranty and after-sales services, 5) offering free gifts or incentives to customers, 6) providing fast service by the staff, 7) having courteous and professional service providers, 8) ensuring fast service from the beginning to the end of the sales process, 9) greeting and thanking customers by the staff, and 10) having enough seating for service delivery. The prediction accuracy of the model was 97.80 percent.
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