ปัจจัยที่มีผลต่อนักศึกษาในการตัดสินใจซื้อชุดนักศึกษาในจังหวัดเชียงใหม่

Abstract

This independent study aimed to examine factors influencing college students towards decision to buy uniforms in Chiang Mai province. Questionnaires were used as the tool to gather data from 400 samples. Data obtained were, then, analyzed by using the statistics frequency, percentage, means, t-test and ANOVA. The findings indicated that the majority of samples were female students of Chiang Mai University, studying in the 1st year. In each purchase, they spent 501-1,000 Baht for the uniforms, consisting of 4-6 pieces. Prices of shirt, skirt, and trousers that attracted their buying decision were between 151-300 Baht. Places where they purchased the uniforms the most were uniform shops in front of a college and uniform shops in a market or department store. Frequency of buying uniforms was 1-2 times per year. Person influencing their buying decision towards the uniform was the respondents themselves. Results of the study on marketing mix factors influencing the college students towards decision to buy the uniforms were presented as follows. The marketing mix factors influencing their decision to buy the uniforms at the highest level were product (at the mean value of 4.24), price (at the mean value of 4.23), and process (at the mean value of 4.23), respectively. In the meanwhile, the marketing mix factors influencing their decision to buy the uniforms at high level were people (at the mean value of 4.07), promotion (at the mean value of 4.00), physical evidence (at the mean value of 3.93), and place (at the mean value of 3.91), respectively. In each factor, the top factor influencing their decision to buy the uniform was listed hereafter. In product factor, it was the good pattern of a cloth making those who wore a good shape. In price factor, it was the reasonable price. In process factor, it was the product-checking prior to deliver to a customer. In people factor, it was the attention of sale staff. In promotion factor, it was the quantity discount. In physical evidence factor, it was the availability of fitting room and in place factor, it was the convenient location to access.