The Differences of Marketing Mix Factors (7Ps) Toward Mutual Fund Purchasing Through Siam Commercial Bank (SCB) Based on Demographic Characteristics

Abstract

            This quantitative research aims to study the demographic characteristics of investors who buy mutual funds through Siam Commercial Bank, to study the service marketing mix (7Ps) that investors used in making a decision to buy mutual funds through Siam Commercial Bank, and to study the differences in the marketing mix (7Ps) classified by demographic characteristics of the investors purchase mutual funds through the Siam Commercial Bank. The sample group consisted of Siam Commercial Bank customers who had bought funds through the Siam Commercial Bank.   A total of 385 people were conveniently randomly sampled using an online questionnaire to collect data.

            The results showed that the different genders by demographic characteristics on investment had the different decisions in the marketing mix (7Ps) in three areas: promotion, process and physical evidence and presentation factors. Different ages influenced different decisions in the marketing mix (7Ps) for 5 aspects: product, price, place, promotion and people factors. The different of marital status and educational level had no effect in the decision making in the marketing mix (7Ps). The different of occupation influenced different decisions on marketing mix (7Ps) for 4 aspects, namely product, place, promotion and process factors. The different of average monthly income affected different decision-making in the marketing mix (7Ps) for 5 aspects, namely, products, promotion, people, process and physical evidence and presentation factors.