A Study of the Relationship in Purchasing Decision-Making for Lubricant Oil Products Among Automobile Users in Bangkok and Its Vicinity

Abstract

This research aimed to 1) study the relationship between marketing mix factors and lubricant oil product purchasing decisions among automobile users in Bangkok and its vicinity, 2) examine the purchasing decisions of automobile users regarding lubricant oil products, and 3) investigate the relationship between these factors and the purchasing decision-making behavior of automobile users. This study employed a quantitative research approach. The sample consisted of 204 automobile users aged 18 years and older, residing in Bangkok and its vicinity. Data were collected through an online questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as the Pearson correlation coefficient. The results revealed that, among the overall factors related to lubricant oil purchasing decisions, personal selling had the highest mean value. Regarding purchasing decisions for lubricant oil products, all aspects were found to be at an "agree" level, with post-purchase behavior showing the highest mean value among the overall purchasing decision behaviors. These findings indicate that personal selling is significantly correlated with need recognition and problem awareness in the purchasing decision process, and it is also positively correlated with post-purchase behavior, at a statistical significance level of 0.05.