MARKETING MIX THAT AFFECTING THE LOYALTY OF THE CONSUMERS FOR SELECTING VEHICLES ORIGINAL BRAND IN BANGKOK

Abstract

The objectives of the research were 1) To study customer factors classified by individuals that affecting the loyalty of the customers for selecting Original vehicles brand. 2) To study level of the customers loyalty and marketing mix for selecting original vehicles brand. And 3) To study marketing mix that affecting the loyalty of the customers for selecting original vehicles brand. The samples were 400 of customers in Bangkok metropolitan. Questionnaires were used to collect data. Data were analyzed by statistical program. Statistics for data analysis were frequency percentage, arithmetic mean, and standard deviation. The inferential statistics; t-test, One-way-ANOVA and Linear Multiple Regression (LMR) were also use in the study. The results were as follow. 1) The customer factors classified by individuals by individuals using T-test, One-way-ANOVA results did not significant the loyalty of the customers for selecting vehicles brand in Bangkok. 2) The level of customer loyalty for selecting vehicles brand in Bangkok was at a high level with the average of 3.73 and the loyalty of complaint behavior were at the highest rank. The level of marketing mix was at a high level with the average of 3.93 and marketing mix of distribution channel were at the highest rank 3) The marketing mix in term of price, product, physical evidence, people, promotion and place could affect the loyalty of the customers for selecting vehicles brand in Bangkok. While, marketing mix in term of process no affect the loyalty of the customers for selecting vehicles brand in Bangkok. All independent variables could explain the variation in consumers for selecting vehicles brand at 39.30 percentages.