Marketing Mix Affecting Consumer's Buying Decision for a Used Car at Excellent Car Shop in Muang District, Lampang Province

Abstract

         The objective of this study was to study marketing mix affecting consumer's buying decision for a used car at Excellent Car Shop in Muang District, Lampang Province. The sample group used in the study was 80 people who decided to buy a car at Excellent Car Shop in Muang District, Lampang Province. The research tool was questionnaires. The statistics used in the research were mean, standard deviation, and One-way ANOVA. The results of the study showed that most of the consumers were male, single, aged 31 - 40 years old, owned a business or employees in private companies, and had an average monthly income around 10,001 - 20,000 baht. Marketing mix affecting consumer's buying decision for a used car as a whole was at the highest level (=4.61) When considering in each aspect in descending order, the results showed as follows: personal (=4.88); management process (=4.86), distribution channel (=4.79), physical environment (=4.75), promotion (=4.47), product (=4.25), and price (= 4.24), respectively. The comparison between income and marketing mix revealed that different incomes affected marketing mix on product and price with statistical significance at the .05 Level.