MARKETING MIX FACTORS AFFECTING CONSUMERS’ DECISION TO CHOOSE LIQUEFIED PETROLEUM GAS OF SIAM GAS IN THE LOCAL MUNICIPAL OF SAMUTPRAKAN

Abstract

The objectives of this research paper were 1) to study the marketing mix factors affecting the decision to choose Siam Gas Liquefied Petroleum Gas (LPG) of consumers in Samutprakan Municipality, 2) to study the decision to use Liquefied Petroleum Gas (LPG) Siam Gas in Samutprakan Municipality and 3) to compare the decision to use Liquefied Petroleum Gas (LPG) Siam Gas by consumers in Samutprakan Municipality. The sample population was 49,100 residents in Samutprakan municipality. The sample size was determined using the Yamane formula for 400 people. Using a questionnaire to collect data. The data were analyzed by frequency, percentage, mean, standard deviation, and one-way analysis of variance. The results of the research were as follows: 1) Marketing mix factors affecting consumers' decision to choose Liquefied Petroleum Gas (LPG) Siam Gas, is overall at a high level. The first is the price, the second is the product. Distribution channels/locations and service process. The final ranking is Physical characteristics. 2) Consumers' decision to choose Liquefied Petroleum Gas (LPG) Siam Gas, was overall at a high level. The first was the perception of needs, followed by the search for information, and purchasing decisions. The final ranking is in terms of alternative assessment. 3) The results of the analysis comparing the decision to choose Siam Gas Liquefied Petroleum Gas (LPG) of Siam Gas found that consumers who are older average family income per month and the number of consumers Different opinions on the marketing mix factors affecting the decision to use Liquefied Petroleum Gas (LPG) Siam Gas in Samutprakan Municipality. The overall picture is different with statistical significance at the 0.05 level. Overall gender, education level, and occupation were not different.