Marketing Mixed Factors Affecting Decision Making of Using Loan Service of Credit Union’s Member in Surin Province

Abstract

The research is to 1) study the opinion of members of credit union cooperatives in Surin province on marketing mix factors 2) study the credit union decision making process of members in Surin province, and 3) study the factors of marketing mix influencing the decision making process to use credit union members in Surin province. The sample was 380 credit union members in Surin province. The tool was a rating scale questionnaire with the reliability of 0.969. The statistics used for data analysis were percentage, mean, standard deviation, using multiple regression analysis methods for hypothesis testing. The results of the research were as follows: Most of the sample were female, age 41 - 50 years, lower secondary education, marital status, working in agriculture, average monthly income less than 10,000 Baht, average monthly expense less than 10,000 Baht and cooperative membership period 6 - 10 years. The study of member’s opinion of credit union cooperatives in Surin province on marketing mix factors in total were at a high level. The study of the credit union decision making process of members in Surin province in total were at a high level. The marketing mix factors affecting credit union members' credit union decision making process in Surin province found that the factors are price, distribution, promotion, product, personal, physical and presentation, and process significantly affected the credit union members' credit union decision making process in Surin province at statistical level .05. As for the problems and obstacles related to credit services of cooperatives, the most are the bathrooms in the cooperative's office that are not clean, seems they don’t clean, garbage is not placed on point and suggested that the cooperatives should have a calendar or a gift to give to members during the various festivals.