Marketing mix factors influencing consumer loyalty in choosing dealersof Japanes imported wind instruments

Abstract

The objectives of this research were to study 1) the marketing mix factors of choosing derlers of Japanese imported wind instruments, 2) consumer loyalty of choosing derlers of Japanese imported wind instruments, and 3) to study the influence of marketing mix factors in choosing derlrs of Japanese imported wind instruments,. The sample group was 240 consumers who chose to use sales representatives Japanese imported wind instruments. The questionnaire was used to collect data in the metropolitan areas. The data were analyzed using statistics including frequency, percentage, mean, standard deviation, and multiple regression analysis which was applied to test the hypothesis. The study result indicated that most respondents were males aged between 31 - 40 years old working as engineers earning monthly income averaged between 20,001 - 40,000 baht. The marketing mix factors of Japanese imported tools dealers in terms of the distribution channel was considered highest followed by the price, process, personnel, product, physical characteristics, and the marketing promotion respectively. Regarding the consumer loyalty in choosing Japanese imported wind instrument dealers, the highest was word of followed by the price sensitivity, purchasing intention, and claim behavior respectively. The hypothesis testing reveal that the marketing mix factors in terms of price did influence the loyalty in all aspects, namely, word of mouth, purchasing intention, price sensitivity, and claim behavior. Therefore, the hypothesis was accepted. The marketing mix factor related to product had no influence on loyalty in every aspect, such as word of mouth, purchasing intention, price sensitivity, and claim behavior. Therefore, the hypothesis was rejected. The marketing mix factor related to the process and price that influenced the consumer loyalty towards word of mouth in choosing dealers of Japanese imported wind instruments. The marketing mix factors related to price, sales staff, and distribution channels influenced the consumer loyalty in choosing dealers of Japanese imported wind instruments. The marketing mix factors related to price, sales staff, and process influenced the consumer loyalty and price sensitivity in choosing dealers of Japanese imported wind instruments. The marketing mix factors related to the physical characteristics, price, and marketing promotion influencing consumer loyalty, claim behavior, and promotion in choosing dealers of Japanese imported wind instruments.