Marketing Factors Affecting the Decision to Purchasing Electrical Devices of Consumer in Muang District Chiang Rai Province

Abstract

The research purposes were to study the marketing factors affecting the decision to purchasing electrical devices of consumer in Muang district Chiang Rai province, to study the decision to purchasing electrical devices of consumer in Muang district Chiang Rai province, and to study the relationship between the marketing factors and the decision to purchasing electrical devices of consumer in Muang district Chiang Rai province. The 400 samples used in this research were consumers who bought the electrical devices in Muang district Chiang Rai province. The instrument has used a questionnaire which the data analyzed by Percentage, Mean, Standard Deviation, and Chi-Square analysis.

Findings revealed that the marketing factor affecting the decision to purchasing electrical devices of consumer in Muang district Chiang Rai province was high level, which considering each factor was high level, namely Distribution, Marketing promotion,  Products and Price, respectively. Then the decision to purchasing electrical devices of consumer in Muang district Chiang Rai province found that most of them bought light bulbs, intended for repair, the person who has influence in purchasing decisions was themselves, the duration of purchasing electrical devices was depending on the occasion, information source from the nearest electrical store, the frequency to bought electrical devices was inconstant, the number of electrical devices purchased hinge on the amount to use each time, and most of the consumers paid by cash. The relationship between the marketing factors and the decision to purchasing electrical devices of consumer in Muang district Chiang Rai province was significantly different at a 0.05 confidence level.