FACTORS AFFECTING CONSUMERS' CHOICE OF GAS STATIONS IN CHACHOENGSAO PROVINCE

Abstract

This research aims to 1) study the personal factors influencing consumers' choice of gas stations in Chachoengsao Province and 2) examine the marketing mix factors affecting consumers' choice of gas stations in Chachoengsao Province. This quantitative study used a sample of 400 people. A questionnaire served as the data collection instrument, with a reliability coefficient of 0.95. Statistical analyses included frequency, percentage, mean, and standard deviation.

The study found that, regarding personal factors, the majority of respondents were male (203 people, 50.75%), aged 21–30 years (199 people, 49.75%), had an education level below a bachelor's degree (169 people, 42.25%), worked as private sector employees or workers (181 people, 42.25%), and had an average monthly income of 15,001–20,000 baht (41.75%). For behavioral factors, most respondents preferred PTT gas stations. A total of 154 people (38.50%) chose Gasohol 91 fuel at the gas station. Ninety-two people (8.00%) used private passenger cars (sedans). One hundred sixty-nine people (42.30%) utilized convenience stores within the gas station. Overall, the marketing mix factors influencing consumers' choice of gas stations in Chachoengsao Province were rated as high (Mean = 4.03, SD= 0.71). The highest ratings, in descending order, were: marketing promotion (Mean = 4.36, SD= 0.62), price (Mean = 4.24, SD= 0.67), product (Mean = 4.21, SD= 0.64), physical characteristics (Mean = 4.17, SD= 0.65), and distribution channels. The scores were (Mean = 3.89, SD= 0.76) for personnel, (Mean = 3.81, SD= 0.73) for processes, and (Mean = 3.51, SD= 0.91) for other aspects, respectively.