The Decision to Buy a Motorcycle Bigbike in Prathumthani Province

Abstract

The objective of this study was to investigate the marketing mix, brand equity, and motivation affecting decision making in buying bigbike among people in  Pratumthani Province. The sample of this study was  aged 15 years and over who are interested in bigbike in PratumThani. This age group was selected because of their ability to hold motorcycle driver license. The sample was selected  on convenience sampling  400 The statistics used for data analysis were descriptive statistics , percentage, mean, and standard deviation as statistics by using multiple regression . The results of this study indicated that most of the samples were males (80.0%); those aged between 20-24 years old (50.0% ); those with Bachelor’s Degree (26.5%); those with average monthly income of 10,000-15,000 baht ; those being employee at private company (42.6%); those with desire to buy Honda Touring (41.5%), and those with desire to buy Sport bigbike (51.8%). Moreover, overall the sample placed high level of importance on marketing mix. When individual aspects were considered, the factor with highest mean score was Product, followed by Place, Promotion, and Price. Overall the sample placed high level of importance on brand equity. When individual aspects were considered, the factor with highest mean score was brand awareness, followed by perceived quality, brand relationship, and brand loyalty. Product motive, Emotional motive, and Patronage motive were rated at high level. For the hypothesis test, it was found that motive and brand equity influenced the decision making in buying bigbike in Pratumthani province at 53.2% with statistical significance level of 0.05.