FACTORS AFFECTING PURCHASING DECISION PROCESS OF SMART PHONE GADGETS' CONSUMERS IN BANGKOK

Abstract

This research is aimed 1) to study the decision to buy smart phone devices of consumers in Bangkok with different demographic characteristics 2) to study marketing mix factors affecting the decision-making process of buying smart phone devices of consumers in Bangkok. By using questionnaire a as a tool to collect data from 450 consumers in Bangkok. and analyzed by using descriptive statistics including percentage, mean and standard deviation and testing hypotheses with inferential statistics using independent t-test statistics, one-way analysis of variance with F-test and Pearson's simple correlation coefficient technique Used to test hypothesis at significant level 0.05

According to the study, it has been found that most respondents were female, aged between 15 - 20 years, having a bachelor's degree education, having a career, expertise in commerce and service, with an average income of 15,000 - 20,000 baht and using the iPhone brand phone for the most part. The hypothesis test found that consumers with different demographic characteristics have different decision-making processes for buying smart phone devices. It was found that the process with the highest mean score was the process of recognizing problems and evaluating alternatives, followed by information seeking. Buying decision and evaluation of purchase respectively and marketing mix factors in all 4 aspects resulting in the decision making process to buy smart phone devices of consumers in Bangkok With the highest level of opinion, the product factor and the price, followed by the promotion and distribution channels In a very agreeable level respectively.