การวิเคราะห์ปัจจัยส่วนประสมทางการตลาด (7Ps)และทฤษฎี Two-Factor Theory ที่ส่งผลต่อการตัดสินใจซื้อโทรศัพท์มือถือมูลค่าสูงของผู้บริโภคกลุ่ม Gen Y

Abstract

The research entitled "Marketing Mix Factors (7Ps) and Two-Factor Theory Affecting High-End Smartphone Purchase Decisions among Gen Y Consumers" aimed to (1) study the marketing mix factors (7Ps) of high-end smartphone users in Gen Y, (2) examine the purchase decisions of high-end smartphones among Gen Y consumers, and (3) investigate strategic approaches influencing the purchase decisions of high-end smartphones among Gen Y consumers. The sample consisted of 400 Gen Y consumers who had previously purchased or were interested in purchasing high-end smartphones. The sample size was determined using Cochran's formula, and convenience sampling was employed. The research instrument was a questionnaire that had been tested for content validity and reliability. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics using Pearson's correlation coefficient.
The findings revealed that the overall opinions of respondents toward the marketing mix factors were at the highest level (x̄ = 4.33, S.D. = 0.774). Among the dimensions, product had the highest mean score (x̄ = 4.39, S.D. = 0.656), followed by price and process (x̄ = 4.37). The hypothesis testing results indicated that the marketing mix factors (7Ps) and Two-Factor Theory factors were positively correlated with the purchase decisions of high-end smartphones among Gen Y consumers at the statistical significance level of 0.05. These findings suggest that such factors significantly influence consumers' purchase decisions. The research findings can be utilized by entrepreneurs, manufacturers, and smartphone retailers in formulating product, pricing, promotional, and service development strategies that align with the needs of Gen Y consumers. Moreover, the findings provide useful insights for academics and researchers interested in consumer behavior and digital marketing studies in the future.