Marketing Mix Factors Influencing the Decision Making for Choosing Automobile Repair Shops in Bangkok Province

Abstract

          The objectives of this research were: 1) to study marketing mix factors of automobile repair shop users in Bangkok; 2) to study decision making of automobile repair shop users in Bangkok; 3) to compare the decision making for choosing automobile repair shops in Bangkok, classified by personal data; and 4) to study the marketing mix factors affecting the decision making for choosing automobile repair shops in Bangkok.  There were 400 people answering a questionnaire as a tool for the study; and collected data were processed by percentage and mean statistics.

           The findings showed that most respondents were male, under 31 years old, bachelor's degree, company employees, average monthly income 20,001-30,000 baht, their cars of 7-10 years, and the Mitsubishi brand car was used.  Generally, the marketing mix factors for decision making to choose the automobile repair shops in Bangkok was at the significant level; the process of the decision making was at the most significant one.