Factors Influencing the Satisfaction on Buying Brand Name Bag of Private University Students according to Marketing Mix Concept.

Abstract

This research aims to study the factor influencing on buying brand name bag of private university students according to the marketing mix concept and study student’s satisfaction. This research use questionnaire as a tool to collect the data from the group sample total of 379 people from private universities, which process the study by computer program. The statistics that used for analysis are frequency, percentage, mean, standard deviation, and test hypothesis by t-test (One-Way Anova). The research results found that the population factor consists of gender, ages, level of education, and average income per month that impact to the satisfaction on buying Brand name bags. In term of services found that customer care, satisfaction, and quality of the product are related to the behavior on buying Brand name bags, lifestyle, location to buy Brand name bags, payment method, the amount of buying, and value of buying Brand name bags. The factor of Marketing Mix (4Ps) related significantly to the satisfaction of buying Brand name bags in term of product, price, place, and promotion. According to the research study found the student’s satisfaction in private universities have popular to buy Gucci bags mostly. Hence, if Thai entrepreneurs are taking the bag brand from the popularity of buying from students in the private sector to stimulate consumers by provide distribution channels according to teenagers group and working group who are popular to buy Brand name bags.