The Analysis of Factors Affecting Consumer’s Decision to Choose Gas Stations in Chiangmai Province

Abstract

Background and Aims: Thailand has fiercer business competition in every industry. Including the gas station business with a variety of foreign brands in the past, gas stations were only for adding gas. But nowadays gas stations offer a wider variety of services. There is a wide variety of qualities and services to choose from, so the main objectives of this study were: (1) to analyze factors affecting the selection of gas stations in Chiang Mai by means of Multinomial Logistic Regression; (2) to analyze the trend of consumers choosing to use gas stations in Chiang Mai.

Methodology: Using a sample of 400 people in Chiang Mai, male and female. The sample size was determined using Cochran's formula for calculating the sample. In the event that the population is unknown at the 95% confidence level by random coincidence. In this study, the general characteristics of the respondents were analyzed, namely age, education level, occupation, income level, and vehicle type. car owner fuel cost per month the gas stations that consumers choose to use frequency of refueling characteristics of refueling regularly added oil The consumer's oil purchase decision process and marketing factors affect consumers' decision to buy oil. and the expectations of consumers from choosing to use the services of gas stations. In surveying decision-making information on satisfaction toward services in 7 aspects: product, price (Price), location, service channel (Place), marketing promotion (Promotion), Employees who provide service (People), physical and service model (Physical Evidence) and service process (Process).

Results: Satisfaction with the service is the most important thing for gas stations. And the second most important thing is in providing services. that has standards and is safe. The last thing is that employees dress cleanly and politely, giving consumers confidence in choosing the gas station business from these factors.

Conclusion: Satisfaction with service is the most important thing for a gas station. Followed by providing standard and safe services. And the last factor is the clean and polite dress of the employees. All of these play an important role in building consumer confidence in choosing services from gas stations.