Relationship between Sales Promotion and Buying Motives of Mobile Broadband 4G

Authors

  • พิมพ์นภัส ฌาดา
  • ยุพาวรรณ วรรณวาณิชย์

Keywords:

Sales Promotion, Buying Motives, Mobile Broadband 4G (MBB 4G), Fixed Broadband (FBB)

Abstract

This research aims: (1) To study the influences of Sales Promotion on FBB customers to be MBB 4G customers. (2) To study the influences of Buying Motives on FBB customers to be MBB 4G customers. (3) To study the relationship between Sales Promotion and Buying Motives of MBB 4G. (4) To study the relationship Sales Promotion and Buying Motives of MBB 4G of customers were classified by lifetime of using FBB, FBB package and MBB providers. Our case study, there are 400 samples
during March 11st-21st, 2016. The questionnaires were posted and collected online at www.pantip.com in Sinthorn room, Maboonkrong room and Silicon Valley room. Statistics for data analysis were frequency, percentage, mean and standard deviation. Hypothesis was tested by t-test and χ2-test which were measured level of significance
at 0.05. The results of this research revealed that majority of the samples were each of customers used FBB more than 2 years and ADSL package as well as AIS network. Sales Promotion: Sampling and Discount have the level of priority at high level. Buying Motives: Rational, Patronage and Product Buying Motives have the level of priority at high level. Sales Promotion and Buying Motives related to each other.

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Published

2019-09-04

How to Cite

ฌาดา พ., & วรรณวาณิชย์ ย. (2019). Relationship between Sales Promotion and Buying Motives of Mobile Broadband 4G. Research and Development Journal Suan Sunandha Rajabhat University, 8(2), 29. Retrieved from https://so05.tci-thaijo.org/index.php/irdssru/article/view/214443