The Decision For Choosing To Use The Personal Loans Service And The Financial Institute Which Is not Commercial Bank Under The Supervision Of Bank Of Thailand, Case studies by areas in Chiang Rai Province

Abstract

             This research is a study THE DECISION FOR CHOOSING TO USE THE PERSONAL LOANS SERVICE AND THE FINANCIAL INSTITUTE WHICH IS NOT COMMERCIAL BANK UNDER THE SUPERVISION OF BANK OF THAILAND, Case studies by areas in Mueang District Chiang Rai Province to compare differences in demographic factors such as gender, age, status, and place of residence, education level, current main occupation, monthly income and monthly expenses. And study the marketing mix factors that affect THE DECISION FOR CHOOSING TO USE THE PERSONAL LOANS SERVICE AND THE FINANCIAL INSTITUTE WHICH IS NOT COMMERCIAL BANK UNDER THE SUPERVISION OF BANK OF THAILAND, Case studies by areas in Mueang District Chiang Rai Province with purposive sampling of 300 persons. The research instrument was a questionnaire. Data analysis consisted of the use of descriptive statistics. Finding frequency, percentage, mean, standard deviation To explain information in summary Analysis of variance (ANOVA t-test, F-test) to study differences between the primary and dependent variables. and multiple regression analysis (Multiple Regression Analysis). In order to study the factors that can choose to use personal loan services with commercial banks' businesses based on data collection of customers in Mueang District in Chiang Rai Province, statistical significance was set at the 0.05 level.
             From the result of research, it is found that  (1) Majority of users are female at the age between 30 and 39 years of single status , Have own house / parents, maximum education of diploma's degree, employees in private company with average income less than 10,000 baht, expenditure between 10,000 – 15,000 baht per month, used the loan service of Thana  Sinsap (Thailand) Public Company Limited, Most of the personal line of credit type of loan to use pay for the product for 1 to 3 years, Most of the credit received to purchase appliances in department stores. Information to obtain credit services by various advertising media to know the reason for using personal credit services in order to get benefits; (2) Analysis of marketing service factors that affect decisions to use services, personal loans. Overall moderate level and 7 in the descending order of importance, including in most environments. Personal, Process service Product, The pricing, Distribution channels and to focus on the promotion, least.