Buying Decision Process of SONY Car Audio of Consumers in Chonburi

Abstract

The objectives of this research are 1) to study the level of buying decision process of SONY car audio of consumers in Chonburi 2) to study the marketing mix affecting the buying decision process of SONY car audio of consumers in Chonburi. The researcher collected data from consumers who decided to buy a SONY car audio by using a questionnaire. The statistics for data analysis were percentage, arithmetic mean, standard deviation. Multiple linear regression analysis was used to test the hypothesis. The results were as follow: 1) In overall, the buying decision process of SONY car audio of consumers in Chonburi was at high level. 2) Place Product and Promotion positively affected the buying decision process of SONY car audio of consumers in Chonburi. All independent variables could explain the variation in buying decision process of SONY car audio of consumers in Chonburi at 34.8 percent.