Marketing communication channels effect on consumer decision making among generation Y in Bangkok

Abstract

The objectives of the study were : 1) to study the character of Generation y effecting to buying decision at convenience stores. 2) to study the communication channels effecting to buying decision at convenience stores. The sample group was 500 graduation single females age between 25-29 years old working in private companies, monthly income between 30,000 – 40,000 baht. The instruments used in the study were 1) the questionnaire and 2) the multiple regression analysis. The frequency, percentage and mean were the parameters used for statistical analysis. The result of the study were 1) the most frequent buying store was 7-11 2) the most frequent communication channel was LINE application 3) the most frequent connecting tools were smartphone and tablet and 4) the most frequent payment channel was convenience stores. The finding of Generation Y population’s character analysis showed that occupations, the convenience stores’ brand and connecting tools had effected to buying decision at the convenience stores and it is statistically significant at .05 level. For the marketing communication channels analysis showed that Advertising, Sales Promotion, Public Relations and Publicity, Online and Social media Marketing, Mobile Marketing, Direct and Database Marketing and Personal selling were effected to buying decision at convenience stores.