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16242
Factors Related to the Satisfaction of Car Consumers
Abstract:
The objective of this research was to study the factors related to the satisfaction of consumers who purchased a Toyota SUV Fortuner. This paper was a survey data which collected 400 samples from 65 car dealerships. The survey was conducted mainly in Bangkok, Thailand. The statistics utilized in this paper included percentage, mean, standard deviation and Pearson Product-Moment. The findings revealed that the majority of respondent were male with an undergraduate degree, married and live together. The average income of the respondents was between 20,001 - 30,000 baht. Most of them worked for private companies. Most of them had a family with the average of 4 members. The hypotheses testing revealed that the factors of marketing mix in terms of product (ability, gas mileage, and safety) were related to overall satisfaction at the medium level. However, the findings also revealed that the factors of marketing mix in terms of product (image), price, and promotion, and service center were related to the overall satisfaction at the low level.
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References:


[1] P. Kotler, “Marketing Management,” Millennium, New Jersey: Prentice Hall, Inc, 2000.
[2] T. Yamane, “Statistics: An introductory analysis,” 3rd edition, 1973, New York, Harper and Row.
[3] J. Puttanlek, “Factors Related to the Satisfaction of Honda cars,” Master Thesis of Marketing, Srinakarinwirot University, 2002.
[4] S. Penglekpol, “Factors that Affects level of Satisfaction,” Master Thesis of Marketing, Srinakarinwirot, 1999.
[5] R. Suraponsawat, “The Attitude that Affects the Level of Satisfaction of Consumers Who Purchased KIA,” Master Thesis of Marketing, Srinakarinwirot, 2005.

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