Behaviors and marketing mix in purchasing mobile phones of Nakhon Pathom Rajabhat University students

Abstract

                The research aimed to: 1) study behaviors in purchasing mobile phones of Nakhon Pathom Rajabhat University students; 2) study level of marketing mix in purchasing mobile phones of Nakhon Pathom Rajabhat University students; 3) compare marketing mix in purchasing mobile phones of Nakhon Pathom Rajabhat University students as classified by personal factors; and 4) study opinions of Nakhon Pathom Rajabhat University students towards marketing mix promotion in purchasing mobile phones. The research samples were 377 Nakhon Pathom Rajabhat University students, derived by proportional stratified random sampling distributed by Faculty. The research instruments were a questionnaire and interview form. Data were analyzed with frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance and content analysis. The findings of this research were as follows:
                1. In aspects of behaviors in purchasing mobile phones of Nakhon Pathom Rajabhat University students, the most product attributes on mobile phone preference were features and functions. The major objectives of purchasing mobile phones were for communications. The influential people for consumers’ mobile phone purchasing decision were family. The opportunity to buy mobile phones was an arbitrary period of consumers’ purchase time. Most of the purchasing was taken place in mobile phone shops at department stores. The mobile advertising on the internet was the main sources of information for purchasing selection. The purchase period of consumers’ purchasing decision was more than 1 month.
                2. Overall and in specific aspects, level of marketing mix in purchasing mobile phones of Nakhon Pathom Rajabhat University students was at a high level. These aspects, ranked from the highest to the lowest, were as follows: products, marketing promotion, prices and distribution channels.
                3. Overall and in specific aspects, Nakhon Pathom Rajabhat University students with
differences in gender, age, family's household monthly income had no difference in opinions towards marketing mix in purchasing mobile phones. In addition, students with different students' income had overall no difference in opinions towards marketing mix in purchasing mobile phones. Whereas, students studying at different faculties had overall difference in opinions towards marketing mix in purchasing mobile phones with statistical significance  at .05.
                4. Marketing mix promotion in purchasing mobile phones should consist of the
following elements: the high-quality of great innovation in mobile phone development, the use of high-performance mobile phones, the price determination assuring suitable quality of mobile phones, the enhanced optimization of multiple distribution channels, the extensions of the length of mobile phones’ warranty periods eligible for more than one year's extended manufacturer’s warranties, and mobile phone insurance covering accidental damages as well as mechanical and electronic failures in all cases.

Article history : Accepted 13 January 2017
                              SIMILARITY INDEX = 1.13