MARKETING MIX FACTORS AFFECTING CONSUMERS’ PURCHASE SELECTION OF BIG BIKES IN CHONBURI PROVINCE

Abstract

Objectives of this research were: 1. To examine differences in consumers’ purchasing selection of big bikes in Chonburi Province based on personal characteristics, and 2. To analyze the influence of marketing factors on consumers’ purchasing selection. The sample consisted of 400 consumers in Chonburi Province who had an interest in or prior experience with big bikes, selected using a multi-stage sampling technique. Data were collected using a five-point Likert scale questionnaire with a reliability coefficient of 0.85. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed for data analysis, while inferential statistics included one-way ANOVA and multiple regression analysis using the simultaneous entry method.

The findings revealed that consumers with different occupations and income levels showed significantly different purchasing selection at the 0.05 level, whereas no significant differences were found in terms of gender and age. In addition, overall marketing factors had a high level of influence on purchasing selection (mean = 4.01). Among these factors, product exerted the strongest influence, followed by place, price, and promotion, respectively. The regression model explained 58.2 percent of the variance in purchase selection (R² = 0.582), with product having the highest standardized coefficient (Beta = 0.422). Based on the findings, business operators should focus on product development to better align with consumer needs, along with setting appropriate pricing strategies and enhancing distribution channel efficiency. Promotional activities should also be designed to correspond with consumer’s preferences in order to improve competitiveness in the big bike market.