Factors Affecting the Customers’ Choice of Purchasing Used Cars, Car Dealer, Car Loans and Leasing: Case Study of Consumers in Surat Thani Province and Songkhla Province

Abstract

The purposes of this research were to (1) investigate factors affecting customers’ select to purchase of used cars, car dealers, auto loan company, and (2) examine guidelines in determining the business strategy of the Krung Thai Bank Leasing Company. The Samples employed in this research were consumers who purchase of used cars from car loans used car dealers in Surat Thani province 200 samples and Songkhla province 200 samples with simple random sampling. A questionnaire was used as a research instrument to collect data and used in the statistical analysis were frequency, percentage, mean, standard deviation, and the Chi Square.

The Findings indicated that the majority of the car purchases were male, between 30 – 39 years old, married, and educated at a bachelor’s degree level. Most of them worked as a company employee, worked experience not more than 5 years, and had the average income between 10,001 – 20,000 baht. The most popular cars were Toyota, and price was between 300,001 – 400,000 baht with mileage between 4 – 5 years. The majority of the car purchases were influenced by a friend or acquaintance in a purchase decision, purchases a car from car dealers were located in the same town buyers, used car dealers and service of customers who have used car dealers such as those recommended. Most of them selected of auto loan company on the advice of their family members, perceived through the car loan from showroom of car dealers, and planed for the selection of car loan and leasing beforehand. It also found that most consumers pay more attention to the marketing mix, the first image for decision to use car dealers and auto loan company. Finally, it was found that the marketing mix about the marketing channels, the promotions and staff are correlated for decision to use car dealers and auto loan company that are statistically significant at the 0.05 level.