Research On The Factors Influencing Consumer's Purchase Decision Of Computer Notebook In Bangkok Metropolitan Area

The increasing demand of computer notebook makes the market highly competitive. Hence, it is necessary for marketers to understand the consumer's influencing factors toward computer notebook. This research study focuses on investigating the differences among factors influencing purchase decisions of consumers of Bangkok toward computer notebook.The data collection was done by using survey instrument and it involved computer notebook consumers in Bangkok. Four hundred respondents were selected by using purposive and convenient sampling procedure. After gathering information from respondents, the data were processed on SPSS program. Descriptive analysis was used to describe general information by using percentage and frequency analysis. Mann-Whitney U-test for Independent Samples, Kruskal-Wallis H-test for Independent Samples, and Spearman Rho Correlation were used to examine twenty-two hypotheses. This research study used the Cronbach alpha coefficient to measure reliability and found a high reliability. The results of this research are as follows.This study found differences in purchase decisions of Bangkok consumers in term of product choice and brand choice toward computer notebook. This study also found a relationship about marketing stimuli (including product factor, price factor, place factor promotion factor) and consumers' purchase decision toward computer notebook. The price factor has the highest correlation. On the other hand, there is a relationship between marketing stimuli and consumers purchase decision toward computer notebook.For product choice of computer notebook, all demographic characteristics which included gender, age levels, education levels, occupations and income levelsshowed a significant difference in consumers' purchase decisions toward computer notebook.Except for gender and age levels, all demographic characteristics, which included education levels, occupations, and income levels, showed a significance difference in consumers' decisions in term of brand choice toward computer notebook. In contrast, there is no difference in consumers' purchase decisions in term of brand choice toward computer notebook when segmented by gender and age levels.Moreover, it was found that there is a relationship between price conscious and consumers' purchase decisions in term of product choice and brand choices toward computer notebook. There is relationship between technological conscious and consumers' purchase decisions in term of product choice and brand choices toward computer notebook.