COOKING GAS BUSINESS’ MARKETING STRATEGIES AFFECTING CUSTOMER BEHAVIORAL INTENTION IN CHONBURI PROVINCE

Abstract

The objectives of this research were to study the level of word of mouth and repurchase intent of LPG consumers in Chonburi Province classified by personal factors and the level of marketing strategies of cooking gas transportation business that influenced the customers’ word of mouth and repurchase intent in Chonburi Province. The samples selected through convenience sampling method consisted of 400 consumers who had experiences in using LPG. The statistics used to analyze the data were descriptive statistics, including mean and standard deviation and inferential statistics, including t test, one-way analysis of variance, and multiple regression analysis.

            The results of the research revealed that 1) consumers in Chonburi Province with different personal factors in terms of age and income had different word of mouth and intentions to repurchase, and 2) marketing strategies that influenced word-of-mouth and intention to repurchase of consumers in Chonburi Province included product quality, value for money, empathy, assurance, and responsiveness.