ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคเจนเนอเรชั่นวาย ในอำเภอเมืองเชียงใหม่ในการซื้อกระเป๋าแบรนด์เนมต่างประเทศมือสอง

Abstract

This independent study aimed at marketing mix factors affecting generation Y consumers in Mueang Chiang Mai district towards buying used luxury branded bags. Sample size is 300 which were collected by questionnaire. Most of respondents were female aging 26 – 28 years old, marital status was single and lived in the City Chiang Mai. Most of respondents are business owner, gain monthly income between 20,001 and 30,000 Baht. The major reason in purchasing is the prices of used luxury branded bags are much cheaper than new one 50 – 70 percent. The results reveal that four marketing mix factors, gained the scores at ‘the most important’ levels. They include promotion factor, price factor, product factor, place factor respectively. For product factor, the first element that the respondents paid high level of concerns to be that the product’s genuine 100 percent, good design of the product and the quality of product respectively. For price factor, the first element that the respondents paid high level of concerns to be the price is reasonable, the price could be comparable and the price is cheaper than other stores respectively. For place factor, the first element that the respondents paid high level of concerns to be products shipping status through online data, stores be able to provide product information correctly and the security for purchasing respectively. For promotion factor, the first element that the respondents paid highly level of concerns to be the information of product originated from and noticeable of damaged product, provide suggestion to others as word of mouth and product could change or return by determined time respectively.