MARKETING MIX FACTORS INFLUENCING RESIDENTIAL SOLAR CELL INSTALLATION DECISIONS IN THE BANGKOK METROPOLITAN REGION

Abstract

This study aimed to: 1) examine the marketing mix factors influencing the decision to use solar cell installation services for residential purposes in the Bangkok Metropolitan Region; 2) investigate the decision-making process regarding solar cell installation; 3) compare decision-making across different personal characteristics; and 4) analyze the marketing mix factors affecting such decisions among users of residential solar cell installation services in the Bangkok Metropolitan Region. A total of 90 respondents were selected as the sample, and data were collected using a structured questionnaire. The statistical methods employed for data analysis included percentage, mean, independent t-test, one-way ANOVA (F-test), and multiple regression analysis. The results indicated that the majority of respondents were female, aged between 41–50 years, held a bachelor’s degree, were private company employees, and had an average monthly income of less than 20,000 baht. Overall, the marketing mix factors were rated at a high level of importance, while the overall decision-making level was also high. Differences in personal characteristics were found to have no significant effect on decision-making at the 0.05 level of statistical significance. Furthermore, the marketing mix factors of price, people, and promotion significantly influenced the decision-making process. Based on the findings, it is recommended that service providers adopt transparent pricing strategies aligned with service quality, continuously develop the competencies of installation technicians and service personnel, and utilize online communication channels to enhance consumer understanding and confidence in solar cell technology.