Service Marketing Mix Factors Influencing Consumer’s Purchasing Decisions of Air Conditioners in Bangkok

Abstract

The objectives of this research were (1) to study the opinion level of service marketing mix factors (7Ps) and purchasing decisions of air conditioner consumers in Bangkok and (2) to study service marketing mix factors (7Ps). affecting the decision to buy air conditioners of consumers in Bangkok using the concept of Service marketing mix factors (7Ps) and consumer behavior concepts. as a research framework The research tool was an online questionnaire. The sample group used in the study was 400 consumers living in Bangkok. The statistical samples used in the data analysis were percentage, frequency, and arithmetic mean. standard deviation and Multiple Regression Analysis. The results showed that Most of the samples had the highest level of opinions on the marketing mix factor (7Ps). by focusing on the product at the first level, followed by processes, personnel, physical characteristics, prices, distribution channels, and marketing promotion, respectively, and there was a level of opinion about the decision to buy an air conditioner at a high level. The results of the analysis of service marketing mix factors affecting the decision to buy air conditioners of consumers in Bangkok found that the decision to buy air conditioners of consumers in Bangkok can be predicted by 18.2% in terms of processes. 17.8%, distribution channels, 17.1%, physical appearance, 15.8%, marketing promotion, 14.9%, personnel, 13.1%, and products, 12.3%, respectively.