A Relationship Between the Decision-Making Process of Choosing Personal Loan Services from Financial Institution Non-bank in Chiang Mai Province

Abstract

The research of this study was to study a relationship between the decision-making process of choosing personal loan services from financial institution Non-bank in Chiang Mai province There were 340 sample questionnaires that were collected from people who used personal loan services from Muangthai Capital Public Company Limited and Ngen Tid Lor Public Company Limited. People used the loan to buy motorcycle first hand and second hand appliances once a quarter. Around the middle of the month people used their loan around 12,000 – 15,000 baht per time. One of the main reasons they took their money out was because they did not have sufficient income. The influencing marketing mix factors in making the decision to choose these services were Product: offering enough financial support that they need, Price : lower interest rate than any other financial institution, Place : the number of branch, Promotion : advertisement in radio, Person: the staff are professional in their services such as quick service in the process of loan approval, Physical appearance: to present the premises of the offices with comfortable and modern appliances.