The Study of Marketing Factors Affecting the Use of Integrated Car Care Services in Department Stores among Consumers in Bangkok

Abstract

The objectives of this study were 1) to investigate marketing mix factors affecting the use of integrated car care services in department stores of consumers in Bangkok, 2) to explore psychological factors affecting the use of integrated car care services in department stores of consumers in Bangkok, and 3) to compare marketing mix factors affecting the use of integrated car care services in department stores of consumers in Bangkok classified by personal factors. The sample of this study was 400 consumers who have ever used the integrated car care services in 5 department stores including CentralPlazaPinklao, CentralPlaza Rama II, The Mall Bangkae, The Mall Thapra, and Seacon Square, Bangkae in Bangkok. Convenience sampling was used to select the sample. The questionnaire was used as the research instrument. Data were analyzed by frequency, percentage, standard deviation, independent t-test, and One-Way Analysis of Variance. The results of this study indicated that overall marketing mix had a high mean score (x= 3.61). When individual aspects were considered, six aspects with a high level of mean score included product (x= 3.73), price (x= 3.76) , place (x= 3.51), people (x= 3.52), physical evidence (x= 3.62) , and process (x= 3.86). An aspect with a moderate level of mean score was promotion (x= 3.30). In terms of psychological factors affecting the use of integrated car care services in department stores of consumers in Bangkok, overall psychological factor had a high mean score (x= 3.55). When individual aspects were considered, four aspects with high mean score were perception (x= 3.83), learning (x= 3.70), attitudes and beliefs (x= 3.55), and personality (x = 3.44). An aspect with a moderate mean The results of hypothesis testing with a statistical significance level of 0.05 indicated as follows: 1. The respondents with different gender had different opinions towards marketing mix for overall and individual aspects with a statistical significance level of 0.05, which was consistent to the set hypothesis. 2. The respondents with different age had different opinions towards overall marketing mix. When individual aspects were considered, the respondents with different age had different opinions towards place, promotion, people, and process with a statistical significance level of 0.05. 3. The respondents with different marital status had indifferent opinions towards marketing mix for overall and individual aspects. 4. The respondents with different education level had different opinions towards overall marketing mix. When individual aspects were considered, the respondents with different education level had different opinions towards place, promotion, people, and process with a statistical significance level of 0.05. 5.The respondents with different occupation had different opinions towards overall marketing mix. When individual aspects were considered, the respondents with different occupation had different opinions towards place and promotion with a statistical significance level of 0.05. 6. The respondents with different average monthly income had different opinions towards overall marketing mix. When individual aspects were considered, the respondents with different average monthly income had different opinions towards place, promotion, and people with a statistical significance level of 0.05.