THE INFLUENCE OF MARKETING MIX FACTORS ON CONSUMERS’ DECISION TO PURCHASE GENUINE AUTOMOTIVE SPARE PARTS

Abstract

The objectives of this research were 1) To study the marketing mix factors influencing the purchase of genuine automotive parts 2) to study the decision-making process in purchasing genuine automobile parts 3) to compare the decision-making process in purchasing genuine automobile parts classified by personal information and 4) to study the marketing mix factors that influence the decision to purchase genuine automobile parts. This study was quantitative in nature. The sample group consisted of 391 purchasers of automobile parts and car’s user, determined by the exact population size was unknown, and selected by purposive sampling. A questionnaire was employed as the research instrument, and the data were analyzed using percentage, mean, t-test, F-test (One-way ANOVA), and Multiple Regression Analysis. The research shown that most of respondents were male, aged between 30 and 39 years old which is a bachelor's degree, and employed in private companies. Their average monthly income ranged from 20,000 to 30,000 baht, and vehicle usage period around 2 to 5 years. The study applied the marketing mix theory as follows 1) the marketing mix factors, namely product, price, distribution channel, and promotion, were at a high level 2) the decision-making process in purchasing genuine automobile parts, namely need recognition, purchase decision, information search, evaluation of information used in decision-making, and post-purchase evaluation, was also at a high level 3) education level and vehicle usage duration had an effect on the decision to purchase genuine automobile parts, while gender, age, occupation, and average monthly income did not and 4) product, price, distribution channel, and promotion had an influence on the decision to purchase genuine automobile parts. There was a statistically significant difference at the 0.05 significance level.