FACTOR OF MARKET MIX (4C's), IMAGE OF THE PRODUCT BRAND AND CONSUMER BEHAVIOR INFLUENCING DECISION-MAKING TO USE THE SERVICE OF DISNEY+.

Abstract

This research had the objective to study and compare between the factors on demographics and decision to apply for the service of Disney+ to study the factor of market mix (4C's), factor on brand image, factor of consumer behavior  affecting the decision to apply for the service of Disney+. The sample group used in the research were the total of 400 people. The guideline in analyzing the data were qualitative research methodology by using a questionnaire as a stool in collecting the data from the group applying for the service of Disney+ in Thailand. The statistics in analyzing the data were finding percentage, finding means and finding standard deviation and F-Test (ANOVA) and Multiple Linear Regression. The study result found that The opinion to market mix factor (4C's) in the overall picture was at a highest level. The aspect on the need of consumers had the highest means. The opinion to the factor of image of the goods brand in the overall picture was at the highest level. The aspect of benefit had the highest means. The opinion to the factor of consumer's behavior in the overall picture was at the highest level. The aspect of behavior had the highest means. It was found that the opinion to the factor of decision to apply for the service of Disney+ in the overall picture was at the highest level. The aspect of decision-making had the highest means. The hypothesis test 1 that factor on demographics had different decision to apply for the service of Disney+. The hypothesis test No 2 that the factor of market mix (4C's), The hypothesis test No 3 that the factor on the good brand and the hypothesis test No 4 that the factors of consumer's behavior, they influenced decision to apply for the service of Disney+.