Marketing Factors Affecting Solar Cell Buying Decision of Consumers in Bangkok Metropolitan Region

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Chinnathat Chotthanaparinpat
Aniruth Phongpaew
Sirikanya Thammarungrueng
Tawan Vikraipat
Songpol Lopanusorn

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 (gif.latex?\bar{x}= 4.38), agreed with the location factor a high level (gif.latex?\bar{x}= 4.29), agreed with the price factor at a high-level (gif.latex?\bar{x}= 4.28), agreed with the factor of tourist attraction at a high level (gif.latex?\bar{x}= 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.

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How to Cite
Chotthanaparinpat, C., Phongpaew, A., Thammarungrueng, S., Vikraipat, T., & Lopanusorn, S. (2022). Marketing Factors Affecting Solar Cell Buying Decision of Consumers in Bangkok Metropolitan Region. Rajapark Journal, 16(44), 306–315. Retrieved from https://so05.tci-thaijo.org/index.php/RJPJ/article/view/254566
Section
Research Article

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