Title: The Impact of 4Ps the Marketing Strategy on Thai Consumers’ Purchasing Decision of Panasonic Air Conditioning
Author: Liu Mingzhe
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.486-495) Proceedings PDF
Abstract
In today’s society, environmental awareness is increasing, and green consumption has become a topic of increasing concern for global consumers. Panasonic air conditioning has a certain level of popularity in the Thai market, aiming to meet the demand of Thai consumers for environmentally friendly products, enhance brand image and market share through the launch of products and the 4Ps marketing strategy. The objective of this study was to explore the impact of product factors, price factors, promotion factors and place factors on Thai consumers’ purchasing decision of Panasonic air conditioning.
This study used the quantitative research method for analysis. The respondents were 210 Panasonic air conditioning users, and the random sampling method was used. The statistical analysis methods used for data analysis included descriptive statistical analysis, correlation analysis, and regression analysis. Through data analysis using SPSS 26, this study concluded that product quality, reasonable pricing, convenient purchasing locations, and effective promotional activities all significantly impact consumers’ purchasing decision. Specifically, high-quality products enhance customer satisfaction, reasonable prices increase purchase willingness, and attractive promotions effectively capture consumers’ attention.
In conclusion, this study demonstrates that product quality, reasonable pricing, convenient purchasing locations, and effective promotional activities all significantly impact Thai consumers’ purchasing decisions regarding Panasonic air conditioning. By understanding these factors, Panasonic can tailor its marketing strategies to better meet the needs and preferences of Thai consumers.
Keywords: 4Ps marketing strategy, consumers’ decision-making, Thai market, air conditioning
The Impact of 4Ps the Marketing Strategy on Thai Consumers’ Purchasing Decision of Panasonic Air Conditioning /
6617195042 Liu Mingzhe 2567 (2024) The Impact of 4Ps the Marketing Strategy on Thai Consumers’ Purchasing Decision of Panasonic Air Conditioning สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University