Service Quality and Marketing Mix Which Affect to the Decision on Purchasing of a BMW Car

Abstract

          The objectives of this research were : 1) To study the factors of marketing mix that affect to the decision of buying a BMW car. 2) To      study the quality of servicen that influences  the decision  of  buying            a BMW car.   The questionnaires were used as the tools in collecting        the  data  from  the  sample group  consisting  of  395 persons with a      specific sampling method.  The statistics applied in the data analysis     were frequency, percentage,mean, and standard deviation.The hypo theses were tested with multiple  regression.     The research results revealed that most of the questionnaire  respondents  were male in         the age of  25 - 29  years  with single status ,   educational  level  of      bachelor’s degree, occupation of private employee, monthly income          of 90,001 - 100,000 baht up, 5 years passed, most people had used the      cars in the brand of BMW 69.9%.  According  to  the results of testing           of hypotheses , it was found that the  factors  of marketing  mix  that      affect to the decision making in purchasing brand BMW cars of people with the statistically significant level of 0.05 in the product and price.        The quality of service which influenced the decision making in purcha    sing brand BMW cars of people with the statistically  significant  level        of 0.05 in the warranty.  And the multiple linear regression equations      are :  ŷ = 1.857 + .161(X₁) + .378 (X₂) ; R² = 0.192