A Study of Factors Affecting Customers' Decision to Purchase GH Bank Savings Lottery Tickets in Sakon Nakhon Area

Abstract

This research aims to study of factors affecting customers' decision to purchase GH Bank savings lottery tickets in Sakon Nakhon area. The population used for the research includes customers who have deposited money with the Government Housing Bank in 6 branches, namely 1) Sakon Nakhon branch, 2) Kalasin branch, 3) Nakhon Phanom branch, 4) Mukdahan branch, 5) Bueng Kan branch, and 6) Sawang Daen Din branch, with a sample group of 400. A multi-stage sampling method was used, starting with proportionally dividing the sample size according to the population of all 6 branches and systematically collecting the data. The statistics used for data analysis include frequency, percentage, standard deviation, mean, and multiple regression. The study found that 1) the majority of respondents were female, single, aged 41-50, with a bachelor's degree, employed as government or state enterprise employees, with an average monthly income of 45,000 baht or more. The most common type of deposit with the GSB was a savings account, with most customers depositing less than 100,000 baht. The most common type of loan with the GSB was a general customer loan. The most frequently mentioned reason for purchasing GSB lottery tickets was the prizes received from the draw, with most purchases between 1,000 and 10,000 baht, and the frequency of purchase being once a year. The most preferred channel for purchasing GSB lottery tickets was via a mobile application. The most influential person in the decision to purchase GSB lottery tickets was oneself. And 2) the factors that affected the decision to purchase GSB lottery tickets by customers in the Sakon Nakhon area, with a multiple correlation coefficient of .84, and six predictive variables, namely 1) rewards, 2) customer retention, 3) customer engagement, 4) brand loyalty, 5) ticket price, and 6) brand awareness, were statistically significant at the .01 level.