ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในเขตเทศบาลนครสมุทรสาครต่อการซื้อสมาร์ทโฟน

Abstract

This independent study aimed to the marketing mix factors affecting consumers buying decision smart phone in municipality Samutsakhon. Questionnaires were used to collect data from 400 consumer who ever bought – use the smartphone, and live in municipality Samutsakhon. Primary data were collected by using questionnaire and convenience sampling method by separated four type of retail included 100 people from authorized dealer, 100 peoplefrom AIS, DTAC and, True shop, 100 people from traditional retail, and 100 people from used smartphone shop, and analyzed by descriptive statistic included frequency, percentage and mean. Based upon the result of the study, most respondents were single female aged between 21 – 30 years old with the Bachelor’s degree. They were mostly the public company employee earning average monthly income at the amount of 15,001 – 25,000. At present they used the Samsung brand within 1 – 2 years. They bought from the authorized dealer with the reason to use the social network and 1 – 2 years of them for change the new smart phone. The factors which affected to the consumer was found that for the product factor perspective was it easy to use, for the price perspective was it reasonable price and function of the smartphone, for the place factor perspective was they bought form the authorized dealer such as authorized dealer Iphone, Samsung , Nokia etc., and the promotion factor perspective was they had been concerned within after service.