FACTORS AFFECTING CONSUMER CHOICE OF CINEMAS IN THE CENTRAL REGION OF THAILAND

Abstract

This research aims to study on importance of marketing mix factors and behavior on consumer choice of cinemas as well as to compare opinions towards importance of marketing mix factors influencing on consumer choice of cinemas in the central region of Thailand classified by personal factors and behavior on consumer choice of cinemas. The sample group was 400 consumers of cinemas in 10 provinces with the highest quantity of cinemas in central region of Thailand. The sample size of each province was calculated based on percentage of the number of cinemas in each province. The samples were selected by using accidental sampling. Statistics used in data analysis were frequency, mean, and standard deviation. Hypothesis testing was conducted by using T-test and One-way-ANOVA. The results could be concluded as follows: 1) in overall, cinema consumers emphasized on marketing mix factors affecting to consumer choice of cinema in high level with mean of 3.673. In addition, they had no difference on consumer choice of cinemas with standard deviation at 0.704. When considering on each dimension, it was found that consumers emphasized on market mix factors influencing on consumer choice of cinemas in high level including services of cinemas as the first rank followed by physical dimension as the second rank, process as the third rank, distribution channels as the fourth rank, marketing promotion as the fifth rank, personnel as the sixth rank, and price as the seventh rank; 2) behavior on consumer choice of cinemas showed that frequency of cinema service using was uncertain and most cinemas used by most consumers were under Major Cineplex Group. Most consumers used cinemas during weekend from 06:01 p.m. – 08:00 p.m. with average expense of 200 – 500 baht; 3) consumers with different personal factors on gender, age, educational level, and occupation had different levels of emphasis on marketing mix factors influencing on consumer choice of cinemas; 4) behavior on consumer choice of cinemas of consumers using different cinemas had different level of emphasis n marketing mix factors influencing consumer choice of cinemas.