1st National and International Graduate Conference

March 27, 2015, KU Home, Bangkok, THAILAND

Marketing Mix Factors Effecting Customer for Purchasing Smart Phone
at Nongkham, Bangkok
*

Sirikan Luemdee

250
t-test
2 F-test 3 LSD
.05

20-30 10,001-20,000
Android iPhone


.01
: , ,

Abstract
This independent study aims to educate the Marketing Mix Factors Effecting Customer for
Purchasing Smart Phone at Nongkham, about 250 samples. Personal data were analyzed by using
descriptive statistics: percentage, average, standard deviation, t-test and f-test for 2 groups of

Email: fye_zeres@hotmail.com

1st National and International Graduate Conference

March 27, 2015, KU Home, Bangkok, THAILAND
variable by testing of LSD (Least significant difference). The case of finding the level of significance
.05, and comparison of Spearman rank correlation efficient.
The relationship between marketing mix and factors for purchasing Smartphone found that most
of the respondents were female, aged 20-30 years, educate lower Bachelor Degree and they had income
between 10,001-20,000 Baht per month. The popular operating system was Android but the popular
product was iPhone. They used their smartphone for social network and they also bought the
Smartphone by cash. The relationship between marketing and factors for purchasing Smartphone found
that it depended on the operating system and the level of statistical significance. 01.
Key Word: Relationship, Maketing Mix, Smart Phone

( , 2550: 1)

26.7
20.1 19.0
81.5

( , 2551: 1)
5

1.

2.

[45]

1st National and International Graduate Conference

March 27, 2015, KU Home, Bangkok, THAILAND

W.G. Cochran (1953)
95% 5 % 250

2

1. (Hawkins et al., 2007, 6)


2. (Kotler and
Armstrong, 2004: 198) (Consumer buying decision process)
5 1.
2. 3. 4. 5.
3. (2550: 19-20)
4Ps
1. (Product) 2. (Price) 3. (Place Distribution) 4.
(Promotion)
4. (...)
2014
3 4

5. (2554) iphone

iPhone ,
iPhone (4P)
iPhone

[46]

1st National and International Graduate Conference

March 27, 2015, KU Home, Bangkok, THAILAND

1
20-30
/ 10,001-20,000

Android iPhone


( x =
4.68) ( x = 4.44)
2
1




0.05

0.05
2


.01

Android iPhone

[47]

1st National and International Graduate Conference

March 27, 2015, KU Home, Bangkok, THAILAND


(2550)


(Lal et
al., 2005)

(2548: 18-19)
(lauterbor cited in Kotler, 2003: 17)
Customer Centric



(2554)





iPhone iOS
Andriod 1 iPhone
(..) 3G 4G

. 2550.
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. 2548. . : .
. ... 5 . 4 2557 www.manager.co.th/cyberBiz
. 2554. iPhone
. , .
Hawkins, D., Mothersbaugh, D. & Best, R. 2007. Consumer Behavior. 10th ed. Irwin: The McGraw-Hill.
Kotler, P. 2003. Marketing Management. 11th Ed. Singapore: Pearson Education Asia Pte Ltd.
[48]