Marketing Factors Affecting Solar Cell Buying Decision of Consumers in Bangkok Metropolitan Region
Article Sidebar
Main Article Content
Abstract
This quantitative research aimed to 1) study the marketing factors affecting the decision-making of the solar cells and 2) compare the level of the personal factors of the customer and the marketing factors affecting the decision-making of the solar cells. 400 samples obtained by a convenience sampling were the customers who decided to buy the solar cells in Bangkok metropolitan region. Mean, Standard Deviation, t-test for Independent Sample, One-Way ANOVA, and F-test were used to analyzed data. The results revealed that Customers were agreed with the product factor at a high-level (= 4.38), agreed with the location factor a high level (
= 4.29), agreed with the price factor at a high-level (
= 4.28), agreed with the factor of tourist attraction at a high level (
= 4.26) respectively. In terms of testing the research hypothesis, it revealed that customers with different marital statuses, types of jobs, and income significantly had a different level of the decision making of the solar cells at 0.05 level.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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.
References
Ariyadetch, M. (2020). The Marketing Mix in Customer Perspective Which Influence the Buying Decision of Science Equipment Products in Online Customers. Journal of Modern Learning Development, 5(5), 100-111.
Daengta, S. Kongpunya, P., Chayomchai, A. (2020). Marketing mix Factors and Motivation Affecting Consumer’s Purchase Decision on Organic Products in Petchabun Province. Academic and Research Journal, 10(3), 41-54.
Department of Alternative Energy Development and Efficiency, Ministry of Energy. (2014). Solar Power in the Encyclopedia of Alternative Energy. Retrieved from https://www.statista.com/outlook/243/126/e-commerce/Thailand
Kotler, P. (1997). Marketing Management (9th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Manokhut, N. (2013). Factors Relating to Car Accessories Buying Behaviour of The Customers from Car Accessories Shops in Nonthaburi Province. Thonburi University Academic Journal, 7(14), 63-72.
Muangkong, A. (2009). Factor Affecting Customers’ Service Using Behavior and Total Satisfaction at Riverside Cruise Restaurant. Suthiparithat Journal, 23(69), 83-99.
Pojsiri, A. (2016). Cost Analysis of Solar Rooftop Project for Small Building(Master of Science thesis, Transportation and logistics management). Burapa University.
Manager Online. (2020, Dec 31). Private Sector Sticks to Solar Panels in 2021, Fearing Shortages After a High Global Demand. Retrieved from https://mgronline.com/ business/detail/9630000133694
Rattanasuwan, M., & Srijanya, S. (2010). Strategies of Marketing. Bangkok: Sukhumvit Publication.
Ruankham P. (2014). Excitonic Solar Cells. Thai Journal of Physics, 31(1-4), 7-11.
Suppanich, P. (2014). Analysis of Factors for Social Acceptance of Solar Rooftop Project(Master's Thesis). Chulalongkorn University.
Wongwisit, P. (2012) Factors Influencing Decision to Invest in Photovoltaic Module Business Distributed to Electricity Authority(Master's Thesis). Burapha University.
Yamane, T. (1973). Statistics: An Introductory Analysis (3rd ed). New York: Harper & Row.