MARKETING MIX AFFECTING CONSUMER’S PURCHASE ON MOBILE PHONES IN RATCHABURI PROVINCE

Abstract

The purposes of this research were to 1) study the marketing mix affecting consumer’s purchase on mobile phones and 2) compare the consumer’s opinions towards marketing mix affecting consumer’s purchase on mobile phones, classified by personal factors. The samples were of 400 persons who purchased and presently purchase mobile phones within 3 years in Ratchaburi Province. Nonprobability sampling method with accidental sampling technique was used in this study. The research instrument used for data collection was a questionnaire validated by three experts with consistency index as of 0.98. The statistics used for data analysis included frequency, percentage, mean, standard deviation, independent sample t-test, One-way ANOVA, Schefft’s pair test and Fisher's least – significant difference test.

From the result, it was found as follows. 1) The opinion towards marketing mix factors affecting consumer’s purchase on mobile phones was rated in the high level. When considering each aspect, the opinion towards marketing mix factors was rated in the high level which can be arranged from high to low score as follows: product, distribution, price, and marketing promotion. In addition, 2) hypothesis testing revealed that consumers with different education levels and occupations had different opinion towards overall marketing mix factors affecting consumer’s purchase on mobile phones at the statically significant level as of 0.05. Meanwhile, consumers with different gender, age, and monthly income did not have different opinion towards marketing mix factors affecting consumer’s purchase on mobile phones, both in overall and each aspects, at the statically significant level as of 0.05.