Consumers Decision in Buying Computer Notebooks in Yasothon

Abstract

The rapid development of information technology has attracted interest from all professionals to acquire computer notebooks for their personal use, as such marketers want to understand the buyers’ decision process in selecting notebooks. The objective of the study is to investigate consumers opinions when buyingcomputer notebooks in Yasothon province and to compare their relative decision process when buying computer notebooks according to personal characteristics, namely gender, age group, marital status, intention to purchase computer notebooks and the amount to spend each time on buying the notebooks. A total of 397 respondents, from tabulation of Yamane, 1973, were purposely selected from 18 shops in Amphoe Muang, Yasothon. The data collection was questionnaire, a five point Likert scale yielding the reliability test of Cronbach’s Alpha coefficient of 0.74. It was a descriptive analysis presenting the frequency, the arithmetic mean, the percentage, the standard deviation, t-test and One-way ANOVA statistics was for hypothesis testing.

The survey results revealed that 58.9 percent of respondents were female, the age group of 21-35 years accounted for 32.5 percent, and 34.8 percent were married. Forty four percent of respondents bought notebooks for work, and 43.8 percent spent between 14,001 to 25,000 baht per purchase and 47.1 percent bought notebooks from the general stores. The overall decision to buy notebooks was at the moderate level, averaging 3.31 (S.D.. 0.367). The t-test of gender difference result was statistically significant regarding decision process onbuying computer notebooks. The One-Way ANOVA statistical test, having independentvariables, namely age group, amount spent each time to buy notebooks regress on dependentvariables that is decision to purchase notebooks, the statistical tests were insignificant at thelevel of 0.05. However, the independent variables of marital status, the purpose of purchasewere statically significant in making decision process at the level of 0.05.