Integrated Marketing Communication factors effect decision making on HomePro Services selection in Bangkok Metropolitan Area

Abstract

This quantitative research is conducted for the following purposes: (1) to study the differences in personal factors that affect the decision making to purchase products from HomePro (2) to study the relationship between Integrated Marketing Communication (IMC) factors effect decision making onHomePro Services that affect the decision making to purchase products from HomePro (3) to study the relationship between other factors that affect the decision making to purchase products from HomePro. This research is aimed to study Integrated Marketing Communication (IMC) factors that affect the decision making process of target group in Bangkok Metropolitan Region by personal factors in order to shop at HomePro. 400 questionnaires were distributed to samples to collect data during the survey. The data analysis and data processing are done with the use of computer programs with the following functions: t-Test, F-Test (ONE-way ANOVA), analysis of Linear Regression and Multiple Regression Analysis (MRA) test a Level of Significance 0.05.
The results showed that the majority of consumers that shop at HomePro are male with a bachelor degree that get married, and are in the age group of 40-49 years. Mostly they are employees in private company with the average monthly personal income of 15,000-20,000 Baht. The result for Integrated Marketing Communication factors that affect consumer’s decision to purchase products revealed that HomePro’s reputation is widely accepted. Another factor that drawn customer to repeat buying from HomePro is that they provide wide range of products to serve and satisfy customer’s need and want.
Researchers have recommended entrepreneur to use this research data as a guide for marketing mix for the right target group as well as to apply research result in term of Integrated Marketing Communication (IMC) factors to their marketing strategies to attract the customers effectively to shop at HomePro which in turn are a competitive advantage.