Factors Influential In The Decision To Purchase Of3G Mobile Phones In Bangkok

In this thesis, the researcher investigates Factors influential in the decision to purchasethird-generation (3G) mobile phones in Bangkok, Thailand. Using the multi-stage samplingtechnique and thence, the simple random sampling method, the researcher selected a samplepopulation consisting of400residents of Bangkok, Thailand; who were fifteen years age orolder and who had purchased or used mobile phones. The sample size was determined bymeans of an extrapolation from the Taro Yamane table at the statistically significant of0.5with the margin of error being set at±5percent. Using techniques of descriptive statistics, theresearcher analyzed the data collected in terms of frequency, percentage, arithmetic mean andstandard deviation. The Pearson correlation method and stepwise multiple regression analysiswas also employed by the researcher.The findings are followed:(1) Most of the subjects under study were married malesbetween the ages of twenty-six and thirty-five. Their educational level was at the bachelor’sdegree and they had an average monthly between10,000THB and25,000THB and they wereprivate company employees.(2) When considering the opinions of these consumers towardthe factor marketing mix for3G mobile phones, it was found that in an overall picture mostof these subjects of investigation help opinions on an excellent level in respect to product,price, distribution Channel, and marketing promotion. When considered at the level ofknowledge and understanding regarding3G mobile phones, it was found that the subjectsunder study evinced knowledge and understanding of3G mobile phones at a moderate level.Most of them had exhibited a tendency to buy3G mobile phones.(3) In investigating therelationship between the decisions to purchase3G mobile phones and factors of product,price, distribution Channel, marketing promotion, and the level of knowledge andunderstanding evinced concerning3G mobile phones, the researcher found that the factorsand the level of knowledge and understanding were directly at the statistically significantlevel of0.5. In addition, the decision to buy3G mobile phones was determined to beinversely correlated with the demographic characteristic of age with respect to the twenty-sixto thirty-five age range in the statically significant level of0.5.(4) Moreover, it was alsofound that the predictive equation governing the decision to purchase3G mobile phonescould be expressed.