FACTORS INFLUENCING OF BUYING SECOND HAND CARS OF CONSUMERS IN SANPATONG DISTRICT CHIANGMAI PROVINCE

Abstract

The objectives of this research were: (1) to study demographic factors that affected consumers' selection of second-hand cars in Sanpatong district, Chiang Mai Province; and (2) to study factors in the marketing mix that affected consumers' selection of second-hand cars in Sanpatong district, Chiang Mai province. This research was quantitative research. The population Sanpatong district, Chiang Mai Province used in this research was 58,871 people. The sample size was 400 people used the quota sampling method. Used a questionnaire as a tool to collect data. The statistics used in the analysis include frequency, percentage, mean, standard deviation, one-way variance and multiple correlation analysis.

The research findings were found that: (1) different ages had effects on buy second-hand cars in purchasing decisions and problem recognition. different education had effects on buy second-hand cars in purchasing decisions, information search and problem recognition different personal monthly income had effects on buy second-hand cars in evaluation of alternatives and (2) physical evidenced affect the selection of buying second-hand car. Promotion affected the selection of buying second-hand car. Product affected the selection of buying second-hand car.