Marketing Mix Affecting Decision Making on Using Independents Gas Station in Phetchaburi Province
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Abstract
The objectives of this study were to study 1) level of marketing mix of independents gas station in Phetchaburi province; 2) relationship between marketing mix and decision making on using independents gas station in Phetchaburi province; and 3) marketing mix affecting decision making on using independents gas station in Phetchaburi province. This was quantitative research. The sample consisted of 384 consumers using independents gas station in Phetchaburi province. Questionnaire was used as a data collection tool. Statistics used included mean, standard deviation, pearson correlation coefficient, and multiple regression. The results showed that 1) the overall marketing mix is at high level. When it comes to an individual component, product comes first, followed by promotions, people, physical evidence, process, place, and price, respective, 2) marketing mix relates to decision making on using independents gas station in Phetchaburi province at 0.05 statistical significance level, and 3) marketing mix included price, place, process, and physical evidence affects decision making on using independents gas station in Phetchaburi province at 0.05 statistical significance level.
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