Marketing Mix’s and Customer Relationship Management Influencing Decision Making to buy Eco Car in Maha Sarakham Province

Abstract

          The purposes of the research were 1. to study the 1) the marketing mix of eco-cars, 2) customer relationship management, 3) decision to buy eco-cars, and 4) the marketing mix factors and influence customer relationship management. To the decision to buy an eco-car in Maha Sarakham Province. The sample group is 400 customers who buy eco cars in Maha Sarakham Province. They were selected by the simple random sampling technique. The research instrument was a questionnaire with a.964 reliability index. The statistics used were mean, standard deviation and multiple linear regression analysis. Results of the research were as follows:

1. 1. Eco-car market mix level in Maha Sarakham Province Overall, the average is at a high level. ( = 4.45; S.D. = 0.38). When considered in each aspect, it was found that in the highest level, 1 aspect was in the high level of 6 aspects, ranked by average from highest to lowest as follows: process aspect ( = 4.52; S.D. = 0.48), followed by Physical characteristics ( = 4.44; SD = 0.50) Price ( = 4.43; SD = 0.54) Product ( = 4.39; SD = 0.49) Marketing promotion ( = 4.34; SD = 0.51) Personal ( = 4.32 ; SD = 0.59) and distribution channels ( = 4.22; SD = 0.55) respectively.
2. Customer Ecological Car Customer Management in Maha Sarakham Province Overall, the average is at a high level. ( = 4.28; S.D. = 0.41). When considering each aspect, it was found that it was at the high level in all aspects. In order of average order from highest to lowest, as follows: customer retention ( = 4.45; S.D. = 0.46), followed by Using appropriate technology ( = 4.42; S.D. = 0.52), creating customer database ( = 4.31; S.D. = 0.61), and determining program for establishing relationship ( = 3.94; S.D. = 0.52) respectively.
3. Decision to buy an eco-car in Maha Sarakham Province Overall, the average is at a high level. ( = 4.40; S.D. = 0.38). When considering each aspect, it was found that it was at the high level in all aspects. In order of average order from highest to lowest, as follows, behavior after purchasing ( = 4.46; S.D. = 0.55), followed by Information seeking ( = 4.46; S.D. = 0.47), purchasing decision ( = 4.39; S.D. = 0.44) and evaluation of options ( = 4.31; S.D. = 0.49) respectively.
4. Marketing mix factors and customer relationship management Correlated with the decision to buy an eco-car in Maha Sarakham Province With statistical significance at the level of.05. 7 independent variable factors affecting the decision to buy an eco-car is the product Customer retention the distribution channels Marketing promotion in creating customer databases with appropriate technology and price, while the 3 independent variables which were not statistically significant at the.05 level were personal, physical. Program specification for relationship building with multiple coefficient coefficient equal to.850 (R =.850). All independent variables described as variable variables 72.20% (R² =.722) The equation was written as follows.

              Z =.335 z₁+.142 z₂+208 z₃+.129 z₄+.025 z₅-.017 _z6+.019 z₇-.273 z₈+.143 z₉-.015 z₁₀+.336

                        Improved Z = 339 Z₁+.322 Z₁₁+.206 Z₃+.151 Z₄-.272 Z₈+.142 Z₉+.137 Z₂