Factors influencing consumer behavior and service marketing mix on the decision to use laundry convenience stores in hat yai district, songkhla province

Abstract

          The study focuses on Factors Influencing Consumer Behavior and Service Marketing Mix on the Decision to Use Laundry Convenience Stores in Hat Yai District, Songkhla Province.The primary goal is to investigate consumer behavior and the marketing mix (7P's) that play a role in the decision-making process for choosing a Laundry convenience store. The research utilized a sample size of 400. The research in this study is quantitative research using questionnaires as a tool for data collection. The statistics employed include descriptive statistics and inferential statistics, specifically multiple regression analysis for hypothesis testing. The study found that key demographic information about service users: 60.0% were females, and the majority (33.8%) fell within the 31-40 age bracket. Additionally, the predominant monthly income range was 10,001-30,000 baht, constituting 42.3% of the sample. Inferential statistical analysis incorporated variables such as product factors (X1), price factors (X2), distribution channel factors (X3), personnel factors (X4), marketing promotion factors (X5), physical presentation factors (X6), and process factors (X7). The analytical results were summarized in the following equation: Y = 0.819 + 0.262X1 + 0.178X2 + 0.168X3 + 0.143X4 Notably, the washing machine product, particularly those characterized as modern and efficient, exerted the most significant impact on the decision to utilize a Laundry convenience store. These findings offer valuable insights for formulating effective business strategies within the convenience store.