MARKETING MIX FACTORS IN USING TAXI SERVICE FOR GRAB APPLICATIONS OF THE PASSENGER IN THE CENTRAL REGION

Abstract

The objectives of this research are : 1) To study the importance of marketing mix factors influencing the Grab taxi service through the Grab application in the central region. 2) To study the customer behaviors who use the taxi service through the grab application in the central region. 3) To compare the customer opinions about marketing mix factors affecting the taxi service through the Grab application in the central region which classified by personal factors. 4) To compare the customer opinions about marketing mix factors affecting the taxi service through the Grab application in the central region which classified by using behavior factors. The sample is taxi users through the Grab application in the five central area provinces. The data are collected by frequency, percentage, average, standard deviation, t-test, and One-Way ANOVA from 400 passengers in the sample group. The result indicates that most of the samples are females, between 21-30 years with the highest level of education in a bachelor degree who are officers in private company and their average salary is in baht 25,001 - 30,000 range. The majority of the reasons for choosing Grab Taxi is more convenient to use than regular taxis. They generally use the Grab Taxi service from 4.00 PM to 10.00 PM. Frequency is 4 times per month. Mostly decided to use the Grab Taxi service by themself. The most commonly used services are home or residence. The average cost of using the service is between baht 151 - 250 and there are usually 2 people traveling with Grab Taxi. These cases reveal that the most important marketing mix in using the Grab taxi service are service place and distribution. Secondary factors are the product or service, the physical elements, the personnel in service, the marketing promotion, the process of service and price sequentially. Passengers with divergent personal factors and using behavior factors prioritize on the marketing mix in the use of Grab taxi services differently.