FACTORS INFLUENCING CONSUMER RESPONSE FOR BUYING DASHBOARD CAMERAS IN PRACHUAPKHIRIKHAN PROVINCE AND PETCHABURI PROVINCE

Abstract

This research aims to study 1) the integrated marketing communications related to the buyers’ response in dashboard cameras buying, 2) the buyers’ response related to dashboard cameras buying, and 3) the factors influencing buyers’ response in dashboard cameras buying in the areas of Prachuap Khiri Khan and Phetchaburi. The research questionnaires were collected from 400 samples who were the dashboard cameras buyers in Prachuap Khiri Khan, and Phetchaburi with the multi-stage sampling methods. The statistical analysis methods are frequency, percentage, mean, standard deviation, and multiple regression analysis.

          The results found that: 1) the overall of integrated marketing communication factors related to the buyers’ response in dashboard cameras buying is at a high level. The first top 3 include the broadcast media television/radio, personal selling and at selling point, respectively. 2) The overall of consumer responses is at a high level. The first top 3 include product selections, dealer selections, and brand selections, respectively. And 3) The personal factors in terms of age, and career are influencing consumer responses for dashboard cameras buying in Prachuap Khiri Khan, and Phetchaburi. Moreover, integrated marketing communication (IMC) factors in terms of broadcast media, television/radio, internet/interactive media, sale promotion, word of mouth, personal selling, and out of home media are also influencing consumer responses for dashboard cameras buying in Prachuap Khiri Khan, and Phetchaburi at the statistically significant level of 0.05.