Business Marketing Model of Premium Mattress in Bangkok Metropolitan

Abstract

The purposes of this research were to study 1) purchasing behavior of premium mattress customers 2) importance level of factors leading to marketing model of premium mattress business  3) relationship between  purchasing behavior customers of premium mattress and importance level of factors leading to marketing model of premium mattress 4) business marketing model of premium mattress in Bangkok Metropolitan , research and development methodology by used mixes methodology, quality research methodology  by in-depth interview 5 key informants were executives of premium mattress business and quantitative  methodology was the main, data collected from customers used to purchased premium mattress by accidental sampling 385 respondents of unknown exactly  population. The research instrument was questionnaire. The data were analyzed by computer software package, statistic treatments were     frequency, percentage, means, standard deviation, ranking, Pearson Correlation, and Multiple Regression at statistical level .05.

The results were as follows: 1) Overall and every area of purchasing behavior of premium mattress were at high level ranking by mean respectively were place of purchased premium mattress area (= 3.99), purchased decision of premium mattress reason (= 3.96), people who influenced to purchase decision (= 3.95) type of premium mattress purchased area(= 3.87)

• Overall and every area in importance level of factors leading to business marketing model of premium mattress  were at  high level, raking by meant respectively were   premium mattress  differentiated area (= 4.06) physical of premium mattress  area (= 4.05) place area (= 4.01), product area (= 3.98) price area (= 3.97), process area (= 3.96), person area  (= 3.95) and marketing promotion area (= 3.89)
• There were moderate relationship between overall area of purchasing behavior of premium mattress and importance level of factors leading to business marketing model of premium mattress in  Bangkok (r=.68)
• Business marketing model of premium mattress in Bangkok Metropolitan = .934 premium mattress differentiated area +.833 physical of premium mattress  area + .738 marketing promotion area + .702 place area +.695 product area + .650 price area .374 person area + .352 process area