Marketing Mix Affecting Buying Decision Process of Michelin Tire In Bangkok Metropolitan

Abstract

The objectives of this research were (1) to study the buying decision process of Michelin tires in
Bangkok Metropolitan and (2) to study the marketing mix affecting buying decision process of Michelin tires in Bangkok Metropolitan The Sample was 385 car driver who bought Michelin tire in Bangkok Metropolitan
Research Instrument was questionnaire. Data were analyzed by using statistical program The statistics for
analysis were percentage, arithmetic mean, and standard deviation Multiple linear regression analysis was
used for hypothesis testing. The results were as follow:

1. Buying decision process of Michelin tires in Bangkok Metropolitan was at high level.

2. Marketing mix in term of product, price, and place could have significant impact on buying
decision process of Michelin tires in Bangkok Metropolitan. All independent variables could explain the
variation in buying decision process of Michelin tires at 54.9%