Consumer Behavior of Using Loan Services, the Marketing Mix on the Decision to Using of Pico Finance Loan in Srisaket Province

Abstract

          The objectives of this study were to study the consumer behavior of using loan services, the marketing mix on the decision to using of Pico Finance loan. This research is a quantitative research that used convenience sampling. The questionnaire was used as the tool to collect data from 400 respondents, who people in Srisaket province. The questionnaire had IOC between 0.67-1.00, and Cronbach's alpha at 0.96. The descriptive statistically were analyzed by percentage, mean, and standard deviation.  
          The results demonstrated that respondents used agricultural loans with the Bank for Agriculture and Agricultural Cooperatives (BAAC) due to low interest rates. Most of samples were knowledge and want to use Pico Finance loan service, they wanted 25,000-50,000 baht, repayment period of 18-24 months, with the objective to use as working capital in their careers, and they has decided to use the service by themselves. The marketing mix factor in deciding to use Pico Finance were the highest in terms of people, process, and physical evidence, and the high in terms of products and services, price, place and promotion.