THE MARKETING MIX FACTORS INFLUENCING THE DECISION TO USE THE TRANSPORTATIONSERVICES OF AGRICULTURAL TRANSPORT PARTNERSHIP LIMITED

Abstract

This research article aims to study the marketing mix factors influencing the use of transportation services of Agricultural Transport Ltd., decision-making in service usage, comparison of decision-making based on personal information, and the marketing mix factors affecting service usage decisions. The study is quantitative in nature. The sample group consists of customers using the services of Agricultural Transport Ltd., selected using Taro Yamane's formula, resulting in a total of 110 participants. Simple random sampling was applied. The research instrument used is a questionnaire, and data was collected by distributing and personally retrieving the questionnaires. The statistics used for research and data analysis include percentage, mean, standard deviation, and hypothesis testing using t-test and F-test. Descriptive analysis was performed on the data. The research findings showed that the marketing mix factors influencing the use of transportation services of Agricultural Transport Ltd. can be summarized into two main aspects: 1) General Information: The majority of participants are female, aged 30 years or younger, with a diploma-level education. They are self-employed or business owners, earning between 20,001 and 30,000 Baht, and are single. 2) Marketing Mix Factors: Overall, the average importance of the marketing mix factors was rated as high. The decision to use the service showed a high level of agreement. The comparison of decision-making based on personal information revealed no significant statistical differences at the 0.05 level. Additionally, the marketing mix factors significantly influenced the decision to use the transportation services of Agricultural Transport Ltd., with a statistically significant effect at the 0.05 level.