The study of marketing factors affecting the use of integrated car care services in department stores among consumers in bangkok

Therespondentswithdifferent averagemonthlyincomehaddifferentopinionstowardsoverallmarketingmix.Whenindividualaspe ctswereconsidered,therespondentswithdifferentaveragemonthlyincomehaddiff

TheStudyofMarketingFactorsAffectingtheUseofIntegrated CarCareServicesinDepartmentStoresamongConsumersinB

angkok

PisitChumnannaS u p

h a n e e Jongvivatsakul

BansomdejchaoprayaRajabhatUniversity,Thailand

CathaleeyaRerkpichai

SiamTechnologyCollege,Thailand

Abstract

Theobjectivesofthisstudywere1)toinvestigatemarketingmixfactorsaffectingtheuseofintegrated carc a r e servicesindepartmentstoresofconsumersinBangkok,2)toexplorepsychologicalfactors affectingtheu s e ofintegratedcarcareservicesindepartmentstoresofconsumersinBangkok,and3)tocom paremarketingmixfactorsaffectingtheuseofintegratedcarcareservicesindepartmentstoreso fconsumersinBangkokclassifiedbypersonalfactors.Thesampleofthisstudywas400consumerswho haveeverusedtheintegratedc a r cares e r v i c e s i n 5 departmentstoresi n c l u d i n g CentralPlazaP inklao,C e n t r a l P l a z a RamaI I , T h e MallBangkae,TheMallThapra,andSeaconSquare,BangkaeinBan gkok.Conveniencesamplingwasusedtoselectthesample.T h e q u e s t i o n n a i r e w a s u s e d a s ther e

s e a r c h instrument.Dataw e r e a n a l y z e d byfrequency,percentage,standarddeviation,independ entt-test,andOne-WayAnalysisofVariance

Theresultsofthisstudyindicatedthatoverallmarketingmix hada highmeanscore(�=3.61).Wh enindividualaspectswereconsidered,sixaspectswithahighlevelofmeanscoreincludedproduct(�

=3.73),p r i c e (�=3.76),place(�=3.51),people(�=3.52),physicalevidence(�=3.62),andprocess (�=3.86).A n aspectwithamoderatelevelofmeanscorewaspromotion(�=3.30)

Intermsofpsychologicalfactorsaffectingtheuseofintegratedcarcareservicesindepartmentstor esof

consumersinBangkok,overallpsychologicalfactorhadahighmeanscore(�=3.55).Whenindividualaspects

w e r e considered,fouraspectswithhighmeanscorewereperception(�=3.83),learning(�=3.70),at titudesandbeliefs(�=3.55),andpersonality(�=3.44).Anaspectwithamoderatemean

Theresultsofhypothesistestingwithastatisticalsignificancelevelof0.05indicatedasfollows:

1 Therespondentswithdifferentgenderhaddifferentopinionstowardsmarketingmixforoverall andindividualaspectswithastatisticalsignificancelevelof0.05,whichwasconsistenttothesethypothesi s

2 Ther e s p o n d e n t s w i t h d i ff e r e n t a g e h a d d i ff e r e n t o p i n i o n s t o w a r d s o v e r a l

l marketingmix.Whenindividualaspectswereconsidered,therespondentswithdifferentagehaddifferent opinionstowardsplace,promotion,people,andprocesswithastatisticalsignificancelevelof0.05

3.Therespondentswithdifferentmaritalstatushadindifferentopinionstowardsmarketingmixforoverall

a n d individualaspects

4.Therespondentswithdifferenteducationlevelhaddifferentopinionstowardsoverallmarketing mix.Wheni n d i v i d u a l a s p e c t s w e r e c o n s i d e r e d , therespondentsw i t h d i ff e r e n t educa tionl e v e l h a d d i ff e r e n t o p i n i o n s towardsplace,promotion,people,andprocesswithastatistic alsignificancelevelof0.05

5 Therespondentswithdifferentoccupationhaddifferentopinionstowardsoverallmarketingmix.Wheni ndividualaspectswereconsidered,therespondentswithdifferentoccupationhaddifferentopinionstowardsp l a c

e andpromotionwithastatisticalsignificancelevelof0.05

6 Therespondentswithdifferent

averagemonthlyincomehaddifferentopinionstowardsoverallmarketingmix.Whenindividualaspe ctswereconsidered,therespondentswithdifferentaveragemonthlyincomehaddifferent opinio nstowardsplace,promotion,andpeoplewithastatisticalsignificancelevel of0 0 5

Keywords:marketingfactors,integratedcarcare,Departmentstore

1.Introduction

becomeanimportantpartforhumanlife,despitebeinganexternalfactoroutsideofh u m a n basicnee ds,whicharefood,clothes,home,andmedicine,thedemandforcarsisstillhigh.Thisisb e c a u s

e carsgiveconvenienceandquicknessintransportationandalsoastatussymbolforitsdrivert oo,causingmorenewcarstobecreated InThailand statisticofcarsalesinOctober2017,the totalsalesis68,551c a r s , whichis13.1%increasedfromsimilartimeinthepreviousyear.Personalcarm arkethasgrownfor24.3%,whilecommercialcarmarkethasgrownfor6.1%.Acauseforthisisbecausetheconti nuouspopularityinnewc a r sellingfromeachcarcompanybeingcontinuouslyintroducedtothemarketwhileact ivitiesandcampaignsa l s o helpgrowingthemarkettoo(ThairathOnline,2017).Thesecars,neworold,req uiremaintenancesotheownerneedstotakecareofit,especiallyincleanlinessastownlifeneedsmoreconv enientandquicknessandpeoplearemostlylivingincondominiumandtownhouse,sothetrafficwouldjamfr omhurrylifestyle,usingtoomuchtimeontheroad,causingcarownerstonothaveenoughtimeforcleaning WiththecurrentsituationofThaisociety,therearemanyworkingpeoplebutpeopleofworkingageinste adhavelesspersonaltime,causingcarwashbusinesstobecomemoreimportanttotownlifeasseentha tpeoplewouldbringtheircarstowashateachcenterandusethattimetovisitshippingmallorspendtimewit htheirfamily,thencomebacktoretrievetheircar,makingthisbusinessverysuitablefortownlife

Carcare businessiscreatedforcorrectlycareforcarusingmodern equipment, products,andse rvicesrelatedtocarcaretorespondtheincreasingdemandofcarowners.Carcarebusinesshavespre adinmanyp l a c e s aroundBangkok,itsvicinity,andotherprovinces,rangingfromsmallbusinesswit hsimplecarcaretobiggercenterthathaveautomaticwasher.Thereareinvestmentsinplace,manageme nt,andtechnologyforacompleteserviceforcarcare(ChitsanupongSriprasaet,2015)

Fromtheseinformation,thebusinessofcarcarecausedtheircustomertobuyandrepeatedlybu tagainwhilehaveloyaltytothebrand,whichpositivelyaffectedthegrowthofprofit.Therearemany methodstosatisfythecustomersandcreatenewexperienceforthem.Therefore,theresearcherw asinterestedinstudym a r k e t factors influe nc ing theservice ofcomplete c ar careinmalls forconsumers inBangkok areatole tbusinessmanagerofthisserviceuseasguidelinestoimpro vetheirservicetosatisfyconsumerswhilealsobecomeaguidelineforthosewhointerestedinstudythis researchasfollows

1)Toinvestigatemarketingmixfactorsaffectingtheuseofintegratedcarcareservicesindepartmentstores ofconsumersinBangkok

2)Toexplorepsychologicalfactorsaffectingtheuseofintegratedcarcareservicesindepartmentstoreso fconsumersinBangkok

3)Tocompare marketing

mixfactorsaffectingtheuseofintegratedcarcareservicesindepartmentstoresofconsumersinBangkok classifiedbypersonalfactors

Hypothesis

Thec o n s u m e r s w i t h d i ff e r e n t p e r s o n a l f a c t o r s includinggender,age,m a r i t a l status,

e d u c a t i o n l e v e l , a v e r a g e monthlyincomehaddifferentopinionstowardsmarketingmix

3.ResearchMethodology

Inthisresearch,theresearcherfocusedonstudyingthemarketingfactorsaffectingtheuseofinte gratedc a r careservicesindepartmentstoresofconsumersinBangkokasfollows:

Population

Thepopulationofthisstudywasunknownandcustomerswhohaveeverusedtheintegratedc arcares e r v i c e s indepartmentstoresinBangkok

Sample

Thesampleofthisstudyw a s c u s t o m e r s w h o h a v e e v e r u s e d theintegratedc a r c a r e s

e r v i c e s i n 5 d e p a r t m e n t storesincludingCentralPlazaPinklao,CentralPlazaRamaII,TheMallBan gkae,TheMallThapra,a n d SeaconSquare,BangkaeinBangkok.Thesamplesizewasdeterminedbye stimatingtheproportionforu n k n o w n p o p u l a t i o n a t 9 5 % confidencel e v e l ( N a r a s r i V i

v a n i c h k u l a n d C h u s a k U d o m s r i 1 9 9 9 : 1 0 4 ) Thesamplesizewas385.Thesamplewascolle ctedfrom400individuals

Samplingtechnique

Inthisstudy,theresearcherusedNonProbabilitySamplingthroughconvenientsamplingtosel ectthesample

Researchinstruments

Thequestionnaireswereusedastheinstrumenttocollectdataonmarketingfactorsaffectingthe useofintegratedcarcareservicesindepartmentstoresinBangkok.Thequestionnairewasdividedintothree parts:

Part1:Aquestionnaireonpersonalfactorswithaclosed-endquestionandsingleanswerisrequired Part2:Thequestionnaireonthemarketingmixfactorsaffectingtheuseofintegratedcarcareservic esind e p a r t m e n t storesofconsumersinBangkok.ItwasfiveLikertratingscalequestionnaire Part3:Questionnaireonpsychologicalfactorsaffectingtheuseofintegratedcarcareservicesindepartments toresofconsumersinBangkok.ItwasfiveLikertratingscalequestionnaire

Dataanalysis

Datacollectedwereanalyzedfromthequestionnairewithstatisticalpackages.Thestatisticsusedfor

dataanalysiswerefrequency,percentage,mean,standarddeviation,Independentt-testandone-wayANOVA

Marketing mix factors

Product Price Place Promotion People Process Physical evidence

Psychological factors Motivation

Perception Learning Attitudes and beliefs 5.Personality

Conceptualframework

(IndependentVariables) (DependentVariables)

Personalfactors

1 Gender

2 Age

3 Educationallevel

4 Occupation

5 Monthlyincome

4.Results

Theresultscouldbesummarizedasfollows:

Marketingmixfactors

OverallmarketingmixaffectingtheuseofintegratedcarcareservicesindepartmentstoresinBan gkok

hadahighmeanscore(�=3.61).Whenindividualaspectswereconsidered,sixaspectswithahighle velofm e a n scoreincludedproduct(�=3.73),price(�=3.76),

place(�=3.51),people(�=3.52),physicalevidence(�=3.62),andprocess(�=3.86).Anaspectwithamoder atelevelofmeanscorewaspromotion(�=3.30)

Psychologicalfactors

Intermsofpsychologicalfactorsaffectingtheuseofintegratedcarcareservicesindepartmentstor esof

consumersinBangkok,overallpsychologicalfactorhadahighmeanscore(�=3.55).Whenindividualaspect

sw e r e considered,fouraspectswithhighmeanscorewereperception(�=3.83),learning(¯X=3.70),a ttitudesa n d beliefs(�=3.55),andpersonality(�=3.44).Anaspectwithamoderatemeanscorewasm otivation(�=

3.23)

Hypothesistesting

1 Therespondentswithdifferentgenderhaddifferentopinionstowardsmarketingmixforoverall andindividualaspectswithastatisticalsignificancelevelof0.05,whichwasconsistenttothesethypothesi s

2 Ther e s p o n d e n t s w i t h d i ff e r e n t a g e h a d d i ff e r e n t o p i n i o n s t o w a r d s o v e r a

l l marketingmix.Whenindividualaspectswereconsidered,therespondentswithdifferentagehaddifferen topinionstowardsplace,promotion,people,andprocesswithastatisticalsignificance levelof0.05, whichwasconsistenttothesethypothesis

3.Therespondentswithdifferentmaritalstatushadindifferentopinionstowardsmarketingmixforoverall

a n d individualaspects,whichwasinconsistenttothesethypothesis

4.Therespondentswithdifferenteducationlevelhaddifferentopinionstowardsoverallmarketing mix.Wheni n d i v i d u a l a s p e c t s w e r e c o n s i d e r e d , therespondentsw i t h d i ff e r e n t educa tionl e v e l h a d d i ff e r e n t o p i n i o n s towardsplace,promotion,people,andprocesswithastatistical significancelevelof0.05,whichwasconsistenttothesethypothesis

5.Therespondentswithdifferentoccupationhaddifferentopinionstowardsoverallmarketingmix.Wheni ndividualaspectswereconsidered,therespondentswithdifferentoccupationhaddifferentopinionstowardsp l a c

e andpromotionwithastatisticalsignificancelevelof0.05,whichwasconsistenttothesethypothesis

6 Therespondentswithdifferent

averagemonthlyincomehaddifferentopinionstowardsoverallmarketingmix.Whenindividualaspe ctswereconsidered,therespondentswithdifferentaveragemonthlyincomehaddifferent opinio nstowardsplace,promotion,andpeoplewithastatisticalsignificancelevel of0 0 5 , whichwasc onsistenttothesethypothesis

Discussions

Theresultsofthisstudycouldbediscussedasfollows:

1 Theresultss h o w e d thato v e r a l l marketingmixaffectingt h e u s e ofintegratedc a r c a r e s

e r v i c e s i n d e p a r t m e n t storesinBangkokhadahighmeanscore.Theaspectswiththehighestm eanscorewereprocess,followedbyprice,respectively.Quality,cleanlinessandreasonablepricewerethe mainreasonforcustomerstousethecarcareservicesindepartmentstores.Inthisregard,carcarebusin essshoulddevelopqualityandc l e a n l i n e s s inallaspects.Theresultswereconsistenttothetheor yofSeriWongmontha(1999)statingthatagoodservicerequireshumantouchandisnotonlyconsumer’spr oductsatisfactionbutalsothewaytomakeinterpersonalcommunicationeasierandbuildthegoodrelat ionship.Theproductdifferentiationinthenextg e n e r a t i o n willbereduced.Theimportantthin gisthebuyer’scommitmenttotheseller.Thecasestudyofmaintenancebusinessisanobviousexample

Therefore,forconsideringconsumer’sdecision-makingforusingtheservice,theimpressionplaysanimportantrole

2 Intermsofpsychologicalfactorsaffectingtheuseofintegratedcarcareservicesindepartmentstores ofconsumersinBangkok,overallpsychologicalfactorhadahighmeanscore.Theaspectwiththehighestm eanscorewasperception,followedbylearning,attitudesandbeliefs,andpersonality.Anaspectwithamo deratem e a n scorewasmotivation.TheresultswereconsistenttoSiriwanSerirat(2007)statingth atpersonal

factorsorpsychologicalfactorsderivedfromindividualanddirectlyinfluencedconsumers.Theresultssh owedthatc a r carebusinessofferedinterestingpromotion,maximizingtheperception.Carcarebus inessusedqualityagentsthatmaximizedlearning.Theuseofqualityagent wastomaintainthecarc olor,whichmaximizedattitudesandbeliefsofcustomers.Thisimpliedthatintegratedcarcareoffer smorecomprehensiveservicethanothers

4.Fromtheh y p o t h e s i s testing,i t w a s foundt h a t therespondentsw i t h d i ff e r e n t personalf a c

t o r s h a d d i ff e r e n t o p i n i o n s t o w a r d s marketingmixi n t e r m s ofproduct,p r i c e , p l a c e , p

r o m o t i o n , p e o p l e , p h y s i c a l evidence,andprocess.Whenpersonalfactorsincludinggender,age,oc cupation,educationlevelandaveragemonthlyincomewereclassified,theresultsshowedasfollows:

Intermsofgender,therespondentswithdifferentgenderhaddifferentopinionstowardsmarketing mixforoverallandindividualaspectswithastatisticalsignificancelevelof0.05,whichwasconsistentt othesethypothesis.Femaler e s p o n d e n t s e m p h a s i z e d moreoncomfortables e r v i c e t h a n

m a l e respondents.T h e b u s i n e s s operators h o u l d organizep l a c e a n d f a c i l i t i e s t h a t m

e e t thec o n s u m e r s ’ n e e d s T h e r e s u l t s w e r e consistenttotheresearchofDanuphonAphitham pitak(2013),exploringthemarketingmixfactorsinfluencingthebehaviorofusingcarwashandcleaningst ationinThonburiarea.Thestudyrevealedthattherespondentswithdifferentgenderhaddifferentbehavio rsofusingtheserviceofcarwashandcleaningstationintermsofbudget

Intermsofage,therespondentswithdifferentagehaddifferentopinionstowardsoverallmarketingmi x.Whenindividualaspectswereconsidered,therespondentswithdifferentagehaddifferentopinionstoward

sp l a c e , promotion,people,andprocesswithastatisticalsignificance

levelof0.05,whichwasconsistenttothes e t hypothesis.Theconsumerswith

differentageemphasizedon thecommunicationoftheproduct/servicedetailsandclarifyproduct descriptionstoenhancecustomers’confidence.ThiswasconsistenttotheresearchofChinThamrongw ittawut(2011)exploringthebehaviorofusingcarcareservicesandservicemarketingf a c t o r

s affectingtheselectionofusingcarcareserviceofprivatecarusersinMueangKhonKaendistrict.Itwasfoundt hatagewasrelatedtotheselectionofusingcarcareserviceofprivatecarusersintermsofaveragecost pertimeofusingtheservice

Intermsofeducationallevel,therespondentswithdifferenteducationlevelhaddifferentopinionstowardso v e

r a l l marketingmix.Whenindividualaspectswereconsidered,therespondentswithdifferentedu cationl e v e l haddifferentopinionstowardsplace,promotion,people,andprocesswithastatisticalsigni ficancelevelof0.05,whichwasconsistenttothesethypothesis

emphasizedonaccuratereceivingorderandperformancebyemployees

Therefore,thebusinessoperatorsshouldorganize thetrainingforemployees toeducatethema n d m a k e t h e m r e a d y toprovidea d v i c e s forc u s t o m e r s T h e r e s u l t s w

e r e consistentt o t h e r e s e a r c h ofD a n u p h o n A p h i t h a m p i t a k (2013),exploringthemar ketingmixfactorsinfluencingthebehaviorofusingcarw a s h andcleaningstationinThonburiarea Thestudyrevealedthattherespondentswithdifferenteducationallevelhaddifferent behaviorsof usingtheserviceofcarwashandcleaningstationintermsofbudget

Therespondentswithdifferentoccupationhaddifferentopinionstowardsoverallmarketingmix.W henindividualaspectswereconsidered,therespondentswithdifferentoccupationhaddifferentopinionstowardsp l

a c e andpromotionwithastatisticalsignificancelevelof0.05,whichwasconsistenttothesethypot hesis.T h e respondentswithdifferentoccupationemphasizedondayandtimeofusingtheservice,place, standard.Thus,thebusinessoperatorshouldplantoorganizethetrainingforemployeestostrictlyserveth ecustomersi n

o r d e r toincreasetheirconfidence.TheresultswereconsistenttotheresearchofThanawadeeChalu ddong( 2 0 1 0 ) ,

exploringandcomparingfactorsaffectingthedecision-makingforcarcareserviceofconsumersinNonthaburi.Theresultsrevealedthatoccupationinfluenc edthedecision-makingforcarcareserviceusageintermsoffrequencyofusingtheservice

Therespondentswithdifferentaveragemonthlyincomehaddifferentopinionstowardsoverallmarketing mix.Whenindividualaspectswereconsidered,therespondents withdifferent averagemonthlyincomehadd i ff e r e n t opinionstowardsplace,promotion,andpeoplewithastatisticalsi gnificancelevelof0.05,whichwasconsistenttothesethypothesis.Therespondentswithdifferentaveragemo nthlyincome,especiallythosewithhighera v e r a g e monthlyincomee m p h a s i z e d onthebenefitsa n

d v a l u e ofthes e r v i c e Theresultsw e r e consistenttotheresearchofChinThamrongwittawut(2011 )exploringthebehaviorofusingcarcareservicesa n d servicemarketingfactorsaffectingtheselectio nofusingcarcareserviceofprivatecarusersinMueangK h o n K a e n district.Itwasfoundthatavera gemonthlyincomewasrelatedtotheselectionofusingcarcares e r v i c e ofprivatecarusersinterm sofaveragecostpertimeofusingtheservice

Thedemandofc us t o me r s a s well a s demand ofa d di t i o n a l se rv ice s h o u l d bestudiedt o im provea n d d e v e l o p further

Theguidelinei n p l a n n i n g ormarketings t r a t e g y s h o u l d beformulatedtol e a r n aboutw e a k

informationinremovingweaknessesofcarcareservice

andstrengthenthestrengthofcarcarebusinesstoattractmoreconsumers

Theproblemsand obstacleswhichconsumersreceived fromcar care service shouldbestudiedforfutured e c i s i o n andservice

References

ChitsanupongSriprasaet(2015).ServiceMarketingMixinCustomerPerspectiveAffectingBehaviorsofUsingCarCareinNonthabur iProvince.MasterThesis,GraduateSchool.SrinakharinwirotUniversity.

ChinThamrongwittawut(2011).MarketingFactorsAffectingtheSelectionofCarCareServicesinMueangDistrict,KhonKaen IndependentStudyofMasterofBusiness AdministrationPrograminAccounting,KhonKaenUniversity.

DanuphonAphithampitak(2013).MarketingMixFactorsInfluencingtheBehaviorofUsingCarWashandCleaningStationinThonb uriArea.MasterThesis,GraduateSchool.SrinakharinwirotUniversity.

ThairathOnline(2017).October SaleVolume2017.RetrievedonNovember 24,2017

fromhttps://www.thairath.co.th/content/1134298.ThanawadeeChaluddong(2010).FactorsAffectingtheDecision-MakingforCarCareServiceofConsumersinNonthaburi.Thesisof

MasterofBusiness Administration,SuanDusitUniversity.

NarasriVivanichkulandChusakUdomsri.

(1999).BusinessResearchMethodology.6thedition.Bangkok:ChulalongkornUniversityPress.SiriwanSarirat(2007).NewMarke tingManagement.2007edition.Bangkok:DharmasarnPrinting.

SeriWongmontha(1999).Consumer Behavior.Bangkok:A.N.Printing.