MARKETING MIX FACTORS AFFECTING DECISIONS CAR CARE SERVICE OF CUSTOMERS IN PATHUM THANI PROVINCE

Abstract

The purposes of this survey research were (1) to survey marketing mix
factors affecting decisions making of car care service for customers in Pathum Thani
Province, (2) to analyze personal factors relation with the consumer’s behavior in
Pathum Thani Province, (3) to analyze marketing factors on the consumer decision

making of cre care service in Pathum Thani Province. The sample size of 440
customers who visited the project site in Pathum Thani
The results of this research showed that (1) most of customers who used
car care service were man, age between 31 – 40 years old, married or stay together
status, graduatcd with bachelor degree and working in private company with salary
between 15,001-25,000 baht per month. (2) personal factors including age,
education, occupation, and average income, related witn behavior of the car care
service for cus to mers in Pathum Thani province (3) marketing mix factors including
product, price, place. Marketing promotion Service process service staff Physical
characteristics influenced the behavior of the car care service for customers in
Pathum Thani province (4) marketing mix tactors including product, price,place.
Marketing promotion, Serviceprocess, Serrice staffs and physical characteristics
influenced The decision makimg of car care service for customers in Pathum Thani
Province