Influence of Motivation Marketing Mix Factor and the Perception of the Benefits on Decision to Install a Dash Camera for Car Users in Bangkok

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Published: Jun 15, 2019
Keywords:
Motivation, Marketing mix factor, Benefit awareness, Decision, Dashboard camera, Personal vehicle

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Kunjanith Ritthihiranrat
Faculty of Business Administration Kasetsart University
Chairirk Keawpromman
Faculty of Business Administration Kasetsart University

Abstract

This study aims to investigate motivation and marketing mix factor that affect decision to install dashboard camera in personal vehicle, benefit awareness of dashboard camera installation in personal vehicle, and influence of motivation, marketing mix factor, and benefit awareness on decision to install dashboard camera of car users in Bangkok. This study used a questionnaire to collect information from 400 Bangkok-based car users of both genders and at least 18 years of age. The collected information was analyzed using descriptive statistics such as frequency, percentage, average and standard deviation. Hypothesis test was done by using statistic values to compare average values of 2 groups, one-way ANOVA, and comparison of average values in the sample group, and multiple linear Regression. Statistic significance level is 0.05.       Hypothesis test showed that marketing mix factors such as product (X1), price (X2), sales channel (X3), promotion (X4), service (X6) and benefit awareness (X8). It was found that promotion (X4) had the highest influence on decision to install dashboard camera in personal vehicle in Bangkok (ß = 0.339), followed by sales channel (X3) (ß = 0.296), benefit awareness (X8) (ß = 0.283), service (X6) (ß = 0.149), product (X1) (ß = 0.108) and price (X2) (ß = 0.092). Aforementioned 6 factors could predict variance in decision to install dashboard camera of car users in Bangkok at 52.80%, while the remaining 47.20% resulted from other factors.


 

Article Details

How to Cite
Ritthihiranrat, K., & Keawpromman, C. (2019). Influence of Motivation Marketing Mix Factor and the Perception of the Benefits on Decision to Install a Dash Camera for Car Users in Bangkok. Rajapark Journal, 13(29), 90–101. Retrieved from https://so05.tci-thaijo.org/index.php/RJPJ/article/view/131305
Issue
Vol. 13 No. 29 (2019): April - June
Section
Research Article

Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.

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