The Service Usage Behavior and Marketing Mix Factors on the Choice to Use Car Hire Purchase Loan Services of the Isuzu Tangsiahuat Nakhon Pathom Co., Ltd. ‘s Customers

Abstract

The purposes of this research were to study the service usage behavior and marketing factors on the choice of use car hire purchase loan services of customers of the Isuzu Tangsiahuat Nakhon Pathom co. , ltd. The questionnaire was used to collect data from the 22 customers of the company, chosen by convenience sampling, at the main branch in Nakhon Pathom provinces, and the data were analyzed with descriptive statistics including frequency, percentage, mean, and standard deviation, by a statistics package for social sciences. The results revealed that the majority of the respondents was female. Most of them were 21 - 30 years, and had single status. A large number of them held a bachelor's degree, and had work as an employee of a private company, with monthly income not exceeding 20,000 baht. Most of the respondents had never owned a car, and had never used the car hire purchase loan services. Overall, respondents had a high level of opinion on marketing factors in choosing car hire purchase loan services. The highest average level of opinion of the sample group towards the marketing mix was place, followed by physical environment, product, promotion, personnel, price and process respectively.