MARKETING MIX FACTORS AFFECTING SERVICE BEHAVIOUR OF TRUEVISIONS ANYWHERE OF CONSUMERS IN BANGKOK

Abstract

The objective of this research is to study the marketing mix factors affecting service behavior of TrueVisions Anywhere consumers. Measured by the frequency of use per week and Period of use per day. The sample were 400 members selected by multi-stage sampling method. The questionnaire was used as a research instrument. Multiple linear regression was used for hypothesis testing. The research showed that the marketing mix is important at a high level (=3.561). Also, it was found that marketing mix of product affect positive behavior of TrueVisons Anywhere in the frequency of use per week was statistically significant at 0.05 level and could explain the variation of behavior in the frequency of use per week was 4.5 (R ² =0.045). Also, the marketing mix do not affect behavior of TrueVisons Anywhere in the period of use per day was statistically significant at 0.05 level and could explain the variation of behavior in the period of use per day was 1.8 (R ² =0.018).