รูปแบบการดำเนินชีวิตและแรงจูงใจทีมีผลต่อพฤติกรรมการตัดสินใจซือ รถยนต์โตโยต้า คัมรี ไฮบริด ของผู้บริโภคในกรุงเทพมหานคร

Abstract

The objectives of this research project were to study on the demographic factors that affected the purchase behaviours towards Toyota Camry Hybrid cars of consumers in Bangkok, and to explore the lifestyles and motivation that affected the purchase decisions and behaviours towards the cars of consumers in Bangkok. The samples used in this research project were 400 consumers whose ages were 18 years and upward, having driver’s licenses, residing in Bangkok and interested in buying Toyota Camry Hybrid cars. A set of questionnaire was used as the tool for collecting the desired data and information. The statistics used for analyzing the obtained data were frequencies, percentages, means,
standard deviations, and results from t - test, F - test and Multiple Regression Analysis. The research led to the following finding :
1. Most of the studied consumers were the male whose ages are 34 - 41 years, single, having bachelor’s degrees, working as employees of private companies and earning 25,001 - 35,000 baht per month
2. The consumers with differences in genders and marital statuses had different purchase behaviours towards Toyota Camry Hybrid cars with the statistical significance level of .05
3. The consumers with differences in ages, educations, occupations and monthly incomes had different purchase behaviours towards Toyota Camry Hybrid cars with the statistical significance level of .01
4. The lifestyles and motivation in the categories emotions and rationale of consumers affected the samples’ purchase behaviours towards Toyota Camry Hybrid cars in the category of the tendency to
buy a Toyota Camry car in the future with the statistical significance level of .01, and the correlation value of 2.8