FACTORS INFLUENCING INVESTMENT DECISIONS IN LONG-TERM SAVINGS MUTUAL FUNDS OF KASIKORNBANK

Abstract

The objective of this research is to study the marketing mix factors influencing investment in long-term mutual funds, investment decision-making in mutual funds, and to compare investment decisions based on personal demographics. It also aims to examine the influence of marketing mix factors on investment decisions in long-term mutual funds promoted by Kasikornbank. This study employs a quantitative research approach. The sample group consisted of 200 individuals who use services and invest in Kasikornbank's long-term mutual funds, selected using a statistical software program. The research instrument was a questionnaire. Data were collected through questionnaires and analyzed using percentage, mean, one-way ANOVA, and multiple regression analysis. The findings revealed that marketing mix factors related to mutual fund investment can be divided into two parts: general demographic data and marketing mix components. Most respondents were male, aged between 41 and 50 years, held a bachelor's degree, were self-employed or business owners, and had an average monthly income between 40,001 and 50,000 Baht. Overall, both the marketing mix factors and investment decisions were rated at a high level. The comparison of investment decisions in mutual funds across different gender, age, education level, occupation, and income groups showed no statistically significant differences at the 0.05 level. However, product, price, and promotion components of the marketing mix were found to have a statistically significant influence on investment decisions in Kasikornbank's long-term mutual funds at the 0.05 level.