MARKETING MIX AND BUYING BEHAVIOR OF TRUCK SPARE PARTS OF CUSTOMER MUANG DISTRICT, CHONBURI PROVINCE

Abstract

The purpose of this research is educating 1) Buying behavior of truck spare parts of customers Muang District, Chonburi Province. 2) Important level of marketing mix in the buying of customers' truck parts Muang District, Chonburi Province. 3) Comparative level important of marketing mix in the buying of customers' truck parts in Muang District, Chonburi Province. Population and sample size. The specific random is the customer and the Business owner. Who used to buy truck parts in Muang district Chonburi Province the exact population is not known total 385 people. Statistics data analyzing were frequency, percentage, mean, standard deviation, t-test, F-test, compare different of Scheffe' method and suggest. Found that the 1) Buying behavior of truck spare parts of customers most customers have 1-5 trucks that used 3-5 years and have 1-5 trucks that used 3-5 years. The most customers prefer to buy ISUZU brand with horsepower 150-250. Customers will buy according to time from 10:00 am to 14:00 pm. that get 2 stores and customers get every spars of truck for what they need. The frequency of buying is 3-5 times per months equal to 5,000 to 15,000 baht by cash per time. 2) Importance level of marketing mix in buying of truck spare parts of customers in overall, has important that to average mean from the most to the lowest, such as, Products, Place, Price, Process, Physical Evidence, People and Promotion. For the hypothesis testing result. 3) The results of hypothesis testing and comparison of the level of importance of marketing mix for purchasing truck parts of customers, Muang District, Chonburi Province, classified by gender, occupation, age, education level and monthly income they focus on the marketing mix for purchasing truck parts for customers in Mueang District, Chonburi Province were not different, statistically significant at the .05 level. As for clients with marital status different the importance of marketing mix for purchasing truck spare parts of customers in Muang District, Chonburi Province were different, significantly at the level .05.