Sales Promotion Strategies Related with Decision-making Process for Purchasing Used Cars in Nonthaburi Province

Abstract

This study aimed to explore; 1) personal factors and purchasing behaviors of used car buyers that affected the decision-making process for purchasing used cars in Nonthaburi province, and 2) , the correlation level of sale promotion strategies with decision-making process for purchasing used cars in Nonthaburi province. The sample group in this study was 400 people who decided to purchase used cars in Nonthaburi province. The questionnaire was used as a tool to collect data. Statistics used to analyze data were descriptive statistics including percentages, frequencies, means, and standard deviation; and inferential statistics including Independent Samples t-test, One-way ANOVA, Post Hoc Analysis using Least Significant Difference, and Pearson’s Correlation Coefficient at the statistical significance level of 0.05.

            The study results revealed that sale promotion strategies in all aspects including rebate and cash refund offers, free trial offers, financial offers, and fee premium offers were in the high level of importance with the highest mean value in the rebate and cash refund offers aspect. The decision-making process for purchasing used cars in overall aspect was in the high level of importance with the highest mean value in the evaluation of alternative aspect.

The hypothesis results found that the difference in age affected the decision-making process for purchasing used cars in all aspects. The difference in marital status affected the decision-making process for purchasing of used cars in the requirement awareness aspect. The difference in purchasing behavior of used cars had no different effect on the decision-making process for purchasing of used cars. There was a high correlation between sale promotion strategies in terms of rebate and cash refund offers with decision-making process for purchasing of used cars. In addition, there was a low correlation between free trial offers aspect with decision-making process for purchasing of used cars.