Factors Affecting the Decision to Join the Number of Passenger Car Registration Auction of the Personal Passenger Car Up to 7 Seats of Consumers in Bangkok

Abstract

The objectives of this quantitative research were; 1) To study the motivating factors for participating in the auction of car registration numbers of consumers. 2) To compare the decision to participate in the auction of car registration numbers classified by personal characteristics of the consumers. 3) To study the influence of the motivating factors affecting the decision to join the number of passenger car registration of the personal passenger car up to 7 seats of consumers in Bangkok. The sample group consisted of 385 consumers who participated in the auction of car registration numbers. The questionnaire was used as a data collection tool. The statistics used were mean, standard deviation, T-test F-test and multiple regression analysis The results showed that : 1) The overall 4P's marketing mix motivation was at the highest level (=4.58). 2) The bidders with different gender, age and education level had different decision to participate in the auction with statistical significance at .05 level. 3) Marketing promotion incentives (X₄), product (X₁), incentives (X₅) and price (X₂) influence the decision to join the number of passenger car registration of the personal passenger car up to 7 seats of consumers in Bangkok. They explained the variability of their decision to participate in the auction of car registration numbers by 29.90%.