Marketing Mix factors Affecting Consumer Buying Decision Motorcycle Lubricants in Samut Sakhon Province

Abstract

The objectives of this research are to 1) Study the marketing factors of lubricant buyers. motorcycle of consumers in Samut Sakhon Province 2) Study the decision-making factors for purchasing lubricants. Motorcycles of consumers in Samut Sakhon Province 3) Study marketing factors that affect decision making. Buy motorcycle lubricants for consumers in Samut Sakhon Province, This research is a quantitative research using a questionnaire as a tool to collect data. A convenience sample was coollceted. The sample group used in the research includes of 385 motorcycle owners or motorcycle drivers. The statistics used Analyzes include frequency, percentage, mean, standard deviation and multiple regression analysis. The results of the study found that 1) The level of importance of marketing factors of buyers of motorcycle lubricant for consumers in Samut Sakhon Province The overall picture is at a high level. The aspect with the highest opinions was the product aspect. 2) The level of importance in deciding to purchase running lubricant. The overall picture of the motorcycle is at a high level. The aspect with the highest opinions was the evaluation of alternatives and 3) Marketing factors, distribution channel, price and product, affecting the decision to purchase motorcycle lubricants. Statistically significant at the 0.05 level.