Decision-making model for buying auto parts of consumers in Bangkok and its vicinity

Abstract

Decision-making model for buying auto parts is a model that can create a competitive advantage. But at present there is little information on Decision-making model for buying auto parts. The purpose of this research was to study the approach of Decision-making model for buying auto parts. The quantitative data gather from consumers in the 400 who buying auto parts in Bangkok and its vicinity by using questionnaire, and the statistics used in the data analysis were frequency, percentage, mean, standard deviation, and composition analysis.

The research shows Decision-making model for buying auto parts composed of 7 aspects. The most important item of each aspects are as following: 1) Product the most important item include: Products can respond to needs, 2) People the most important item include: Knowledgeable employees can pick products correctly, 3) Process the most important item include: The store is in a convenient location and easy to access, 4) Place the most important item include: Quick to find products that are accurate and complete according to your needs, 5) Physical Evidence the most important item include: The area is suitable for coming to use the service, 6) Promotion the most important item include: Special discounts for regular customer and wholesale, and 7) Price the most important item include: The price is reasonable compared to general stores.  According to Factor analysis of the factors affecting the intentions of consumers toward buying auto parts in Bangkok and its vicinity, there were 5 components: 1) Store management, 2) Convenience in providing services, 3) Physical Evidence, 4) The image of the store, and 5) After-sales service. Benefits from data can be used to develop the store.