แจ้งเอกสารไม่ครบถ้วน, ไม่ตรงกับชื่อเรื่อง หรือมีข้อผิดพลาดเกี่ยวกับเอกสาร ติดต่อที่นี่ ==>
หากไม่มีอีเมลผู้รับให้กรอก thailis-noc@uni.net.th
หากไม่มีอีเมลผู้รับให้กรอก thailis-noc@uni.net.th
Paphapin Laovisetsri. A study of marketing mix strategies influencing the intention to purchase Isuzu MU-X in the Bangkok Metropolitan Area. Master's Degree(Global Business Management). Thammasat University. Thammasat University Library. : Thammasat University, 2020.
A study of marketing mix strategies influencing the intention to purchase Isuzu MU-X in the Bangkok Metropolitan Area
การศึกษากลยุทธ์ส่วนประสมทางการตลาดที่มีอิทธิพลต่อความตั้งใจซื้อรถยนต์ ยี่ห้ออีซูซุ รุ่นมิวเอ็กซ์ของผู้บริโภคในเขตกรุงเทพมหานครและปริมณฑล
Name: Paphapin Laovisetsri
keyword:
Marketing mix
Abstract:
This research aims to study the Marketing Mix strategies influencing the intention to purchase Isuzu MU-X in the Bangkok Metropolitan area. The 385 samples were collected and analyzed by utilizing descriptive statistics and multiple regression analysis to understand the relationship between the Marketing Mix (7Ps) factors and the intention to purchase Isuzu MU-X. According to the result of the hypothesis testing, all 7 Marketing Mix factors, namely Product, Price, Place, Promotion, People, Process, and Physical Evidence positively affected the intention to purchase Isuzu MU-X. Moreover, the Product factor present the strongest effect on the intention to purchase Isuzu MU-X, followed by the Promotion, Physical Evidence, People, Price, Process, and Place factors. The research findings are useful for the automotive company especially Tri Petch Isuzu Sales Co., Ltd. for further developing the product and service to better meet the customer needs. However, there are limitations due to the research scope that focused only the consumers in the Bangkok Metropolitan area and the research methodology that collected the information only from the questionnaire. Therefore, the recommendations for future research are to consider expanding the research scope to other provinces and using interview data to gain the consumer insights
Thammasat University. Thammasat University Library
Address:
BANGKOK
Email:
preserv@tu.ac.th
Name: Teerasak Khanchanapong
Role:
advisor
Created:
2020
Modified:
2022-12-20
Issued:
2022-12-20
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Global Business Management
Grantor: Thammasat University
©copyrights Thammasat University
RightsAccess:
ใช้เวลา
0.027538 วินาที
Paphapin Laovisetsri
| Title | Contributor | Type |
|---|---|---|
| A study of marketing mix strategies influencing the intention to purchase Isuzu MU-X in the Bangkok Metropolitan Area
มหาวิทยาลัยธรรมศาสตร์ Paphapin Laovisetsri | Teerasak Khanchanapong | วิทยานิพนธ์/Thesis |
Teerasak Khanchanapong
| Title | Creator | Type and Date Create |
|---|---|---|
| A study of marketing mix strategies influencing the intention to purchase Isuzu MU-X in the Bangkok Metropolitan Area
มหาวิทยาลัยธรรมศาสตร์ Teerasak Khanchanapong | Paphapin Laovisetsri | วิทยานิพนธ์/Thesis |
| The relationship between organizational factors and turnover intentions in the pharmaceutical companies in Bangkok
มหาวิทยาลัยธรรมศาสตร์ Teerasak Khanchanapong | Thatchaporn Sinsakjarungdej | วิทยานิพนธ์/Thesis |