Behavior of using Pico Finance Service for consumers in Nonthaburi Province

Abstract

          The objectives of this research were 1) to study the demographic characteristics of consumers using Pico Finance services in Nonthaburi Province, 2) to study the behavior of consumers using Pico Finance services in Nonthaburi Province, and 3) to compare customers’ behavior of using Pico Finance services in Nonthaburi Province that classified by demographic characteristics. This research was quantitative research. Data were collected by questionnaires. The research population was 385 consumers who used Pico Finance services in Nonthaburi Province. The data were analyzed by using statistical tools such as frequency distribution, percentage, mean, standard deviation, and hypothesis testing using a statistical Chi-Square.

          The results of the research were as follows (1) Most of the respondents were female, aged between 41-60 years old, graduating with a bachelor's degree, marital status, having average monthly income between 10,001-20,000 Baht, occupation as self-employed / trading and has 3 - 4 family members (2) based on customers’ behavior of using Pico Finance services in Nonthaburi Province found that most consumers who used Pico Finance services in Nonthaburi Province were a group of person who has monthly income, consumers choose to take the standard type of Pico finance loan (not more than 50,000 baht), which is intended for education / tuition fees / repayment of the student loan. Most influential person in decision-making is themselves, which will choose to use the service during October-December in all 5 branches to borrow less than 15,000 baht per time. (3) Finally, from comparing customers’ behavior classified by demographic characteristics found that consumers with different gender, age, education level, average monthly income, status, occupation and number of family members had significantly different behaviors in choosing Pico Finance services among consumers in Nonthaburi Province.  All test was conducted at 0.05 levels of significance.