The study of marketing factors affecting the use of integrated car care services in department stores among consumers in bangkok

The Study of Marketing Factors Affecting the Use of Integrated Car Care
Services in Department Stores among Consumers in Bangkok
Pisit Chumnanna
Suphanee Jongvivatsakul
Bansomdejchaopraya Rajabhat University, Thailand
Cathaleeya Rerkpichai
Siam Technology College, Thailand
Abstract
The objectives of this study were 1) to investigate marketing mix factors affecting the use of integrated car
care services in department stores of consumers in Bangkok, 2) to explore psychological factors affecting the
use of integrated car care services in department stores of consumers in Bangkok, and 3) to compare marketing
mix factors affecting the use of integrated car care services in department stores of consumers in Bangkok
classified by personal factors. The sample of this study was 400 consumers who have ever used the integrated
car care services in 5 department stores including CentralPlazaPinklao, CentralPlaza Rama II, The Mall
Bangkae, The Mall Thapra, and Seacon Square, Bangkae in Bangkok. Convenience sampling was used to select
the sample. The questionnaire was used as the research instrument. Data were analyzed by frequency,
percentage, standard deviation, independent t-test, and One-Way Analysis of Variance.
The results of this study indicated that overall marketing mix had a high mean score (𝑋= 3.61). When
individual aspects were considered, six aspects with a high level of mean score included product (𝑋= 3.73),
price (𝑋= 3.76) , place (𝑋= 3.51), people (𝑋= 3.52), physical evidence (𝑋= 3.62) , and process (𝑋= 3.86). An
aspect with a moderate level of mean score was promotion (𝑋= 3.30).
In terms of psychological factors affecting the use of integrated car care services in department stores of
consumers in Bangkok, overall psychological factor had a high mean score (𝑋= 3.55). When individual aspects
were considered, four aspects with high mean score were perception (𝑋= 3.83), learning (𝑋= 3.70), attitudes
and beliefs (𝑋= 3.55), and personality (𝑋 = 3.44). An aspect with a moderate mean
The results of hypothesis testing with a statistical significance level of 0.05 indicated as follows:
1. The respondents with different gender had different opinions towards marketing mix for overall and
individual aspects with a statistical significance level of 0.05, which was consistent to the set hypothesis.
2. The respondents with different age had different opinions towards overall marketing mix. When
individual aspects were considered, the respondents with different age had different opinions towards place,
promotion, people, and process with a statistical significance level of 0.05.

3. The respondents with different marital status had indifferent opinions towards marketing mix for overall
and individual aspects.

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4. The respondents with different education level had different opinions towards overall marketing mix.
When individual aspects were considered, the respondents with different education level had different
opinions towards place, promotion, people, and process with a statistical significance level of 0.05.
5.The respondents with different occupation had different opinions towards overall marketing mix. When
individual aspects were considered, the respondents with different occupation had different opinions towards
place and promotion with a statistical significance level of 0.05.
6. The respondents with different average monthly income had different opinions towards overall
marketing mix. When individual aspects were considered, the respondents with different average monthly
income had different opinions towards place, promotion, and people with a statistical significance level of
0.05.
Keywords: marketing factors, integrated car care, Department store
1. Introduction
Currently, cars have become an important part for human life, despite being an external factor outside of
human basic needs, which are food, clothes, home, and medicine, the demand for cars is still high. This is
because cars give convenience and quickness in transportation and also a status symbol for its driver too,
causing more new cars to be created. In Thailand statistic of car sales in October 2017, the total sales is 68,551
cars, which is 13.1% increased from similar time in the previous year. Personal car market has grown for 24.3%,
while commercial car market has grown for 6.1%. A cause for this is because the continuous popularity in new
car selling from each car company being continuously introduced to the market while activities and campaigns
also help growing the market too (Thairath Online, 2017). These cars, new or old, require maintenance so the
owner needs to take care of it, especially in cleanliness as town life needs more convenient and quickness and
people are mostly living in condominium and townhouse, so the traffic would jam from hurry lifestyle, using
too much time on the road, causing car owners to not have enough time for cleaning. With the current situation
of Thai society, there are many working people but people of working age instead have less personal time,

causing car wash business to become more important to town life as seen that people would bring their cars
to wash at each center and use that time to visit shipping mall or spend time with their family, then come back
to retrieve their car, making this business very suitable for town life.
Car care business is created for correctly care for car using modern equipment, products, and services
related to car care to respond the increasing demand of car owners. Car care business have spread in many
places around Bangkok, its vicinity, and other provinces, ranging from small business with simple car care to
bigger center that have automatic washer. There are investments in place, management, and technology for a
complete service for car care (ChitsanupongSriprasaet, 2015).
From these information, the business of car care caused their customer to buy and repeatedly but again
while have loyalty to the brand, which positively affected the growth of profit. There are many methods to
satisfy the customers and create new experience for them. Therefore, the researcher was interested in study
market factors influencing the service of complete car care in malls for consumers in Bangkok area to let
business manager of this service use as guidelines to improve their service to satisfy consumers while also
become a guideline for those who interested in study this research as follows.

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2. Objectives
1) To investigate marketing mix factors affecting the use of integrated car care services in department stores
of consumers in Bangkok
2) To explore psychological factors affecting the use of integrated car care services in department stores of
consumers in Bangkok
3) To compare marketing mix factors affecting the use of integrated car care services in department stores
of consumers in Bangkok classified by personal factors.
Hypothesis
The consumers with different personal factors including gender, age, marital status, education level,
average monthly income had different opinions towards marketing mix.
3. Research Methodology
In this research, the researcher focused on studying the marketing factors affecting the use of integrated

car care services in department stores of consumers in Bangkok as follows:
Population
The population of this study was unknown and customers who have ever used the integrated car care
services in department stores in Bangkok.
Sample
The sample of this study was customers who have ever used the integrated car care services in 5
department stores including CentralPlazaPinklao, CentralPlaza Rama II, The Mall Bangkae, The Mall Thapra,
and Seacon Square, Bangkae in Bangkok. The sample size was determined by estimating the proportion for
unknown population at 95% confidence level (NarasriVivanichkul and ChusakUdomsri 1999: 104). The
sample size was 385. The sample was collected from 400 individuals.
Sampling technique
In this study, the researcher used Non Probability Sampling through convenient sampling to select the
sample.
Research instruments
The questionnaires were used as the instrument to collect data on marketing factors affecting the use of
integrated car care services in department stores in Bangkok. The questionnaire was divided into three parts:
Part 1: A questionnaire on personal factors with a closed-end question and single answer is required.
Part 2: The questionnaire on the marketing mix factors affecting the use of integrated car care services in
department stores of consumers in Bangkok. It was five Likert rating scale questionnaire .
Part 3: Questionnaire on psychological factors affecting the use of integrated car care services in department
stores of consumers in Bangkok. It was five Likert rating scale questionnaire .
Data analysis
Data collected were analyzed from the questionnaire with statistical packages. The statistics used for data
analysis were frequency, percentage, mean, standard deviation, Independent t-test and one-way ANOVA.

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Conceptual framework
(Independent Variables)

(Dependent Variables)
Marketing mix factors
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical evidence

Personal factors
1. Gender
2. Age
3. Educational level
4. Occupation
5. Monthly income

Psychological factors
1. Motivation
2. Perception
3. Learning
4. Attitudes and beliefs
5.Personality

4. Results
The results could be summarized as follows:
Marketing mix factors
Overall marketing mix affecting the use of integrated car care services in department stores in Bangkok
had a high mean score (𝑋= 3.61). When individual aspects were considered, six aspects with a high level of

mean score included product (𝑋= 3.73), price (𝑋= 3.76) , place (𝑋= 3.51), people (𝑋= 3.52), physical evidence
(𝑋= 3.62) , and process (𝑋= 3.86). An aspect with a moderate level of mean score was promotion (𝑋= 3.30).
Psychological factors
In terms of psychological factors affecting the use of integrated car care services in department stores of
consumers in Bangkok, overall psychological factor had a high mean score (𝑋= 3.55). When individual aspects
were considered, four aspects with high mean score were perception (𝑋= 3.83), learning (¯X= 3.70), attitudes
and beliefs (𝑋= 3.55), and personality (𝑋 = 3.44). An aspect with a moderate mean score was motivation (𝑋=
3.23).
Hypothesis testing

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1. The respondents with different gender had different opinions towards marketing mix for overall and
individual aspects with a statistical significance level of 0.05, which was consistent to the set hypothesis.
2. The respondents with different age had different opinions towards overall marketing mix. When
individual aspects were considered, the respondents with different age had different opinions towards place,
promotion, people, and process with a statistical significance level of 0.05, which was consistent to the set
hypothesis.
3. The respondents with different marital status had indifferent opinions towards marketing mix for overall
and individual aspects, which was inconsistent to the set hypothesis.
4. The respondents with different education level had different opinions towards overall marketing mix.
When individual aspects were considered, the respondents with different education level had different
opinions towards place, promotion, people, and process with a statistical significance level of 0.05, which was
consistent to the set hypothesis.
5. The respondents with different occupation had different opinions towards overall marketing mix. When
individual aspects were considered, the respondents with different occupation had different opinions towards
place and promotion with a statistical significance level of 0.05, which was consistent to the set hypothesis.
6. The respondents with different average monthly income had different opinions towards overall
marketing mix. When individual aspects were considered, the respondents with different average monthly

income had different opinions towards place, promotion, and people with a statistical significance level of
0.05, which was consistent to the set hypothesis.
Discussions
The results of this study could be discussed as follows:
1. Theresults showed that overall marketing mix affecting the use of integrated car care services in
department stores in Bangkok had a high mean score. The aspects with the highest mean score were process,
followed by price, respectively. Quality, cleanliness and reasonable price were the main reason for customers
to use the car care services in department stores. In this regard, car care business should develop qualityand
cleanliness in all aspects. The results were consistent to the theory of Seri Wongmontha (1999) stating that a
good service requires human touch and is not only consumer’s product satisfaction but also the way to make
interpersonal communication easier and build the good relationship. The product differentiation in the next
generation will be reduced. The important thing is the buyer’s commitment to the seller. The case study of
maintenance business is an obvious example. Therefore, for considering consumer’s decision-making for using
the service, the impression plays an important role.
2. In terms of psychological factors affecting the use of integrated car care services in department stores of
consumers in Bangkok, overall psychological factor had a high mean score. The aspect with the highest mean
score was perception, followed by learning, attitudes and beliefs, and personality. An aspect with a moderate
mean score was motivation. The results were consistent to SiriwanSerirat (2007) stating that personal factors
or psychological factors derived from individual and directly influenced consumers. The results showed that
car care business offered interesting promotion, maximizing the perception. Car care business used quality
agents that maximized learning. The use of quality agent was to maintain the car color, which maximized
attitudes and beliefs of customers. This implied that integrated car care offers more comprehensive service
than others.
4. From the hypothesis testing, it was found that the respondents with different personal factors had
different opinions towards marketing mix in terms of product, price, place, promotion, people, physical
evidence, and process. When personal factors including gender, age, occupation, education level and average
monthly income were classified, the results showed as follows:

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In terms of gender, the respondents with different gender had different opinions towards marketing mix
for overall and individual aspects with a statistical significance level of 0.05, which was consistent to the set
hypothesis. Female respondents emphasized more on comfortable service than male respondents. The
business operator should organize place and facilities that meet the consumers’ needs. The results were
consistent to the research of DanuphonAphithampitak (2013), exploring the marketing mix factors influencing
the behavior of using car wash and cleaning station in Thonburi area. The study revealed that the respondents
with different gender had different behaviors of using the service of car wash and cleaning station in terms of
budget.
In terms of age, the respondents with different age had different opinions towards overall marketing mix.
When individual aspects were considered, the respondents with different age had different opinions towards
place, promotion, people, and process with a statistical significance level of 0.05, which was consistent to the
set hypothesis. The consumers with different age emphasized on the communication of the product/service
detailsand clarify product descriptions to enhance customers’ confidence. This was consistent to the research
of Chin Thamrongwittawut (2011) exploring the behavior of using car care services and service marketing
factors affecting the selection of using car care service of private car users in Mueang KhonKaen district. It was
found that age was related to the selection of using car care service of private car users in terms of average
cost per time of using the service.
In terms of educational level, the respondents with different education level had different opinions towards
overall marketing mix. When individual aspects were considered, the respondents with different education
level had different opinions towards place, promotion, people, and process with a statistical significance level
of 0.05, which was consistent to the set hypothesis.
The respondents with higher educational level emphasized on accurate receiving order and performance
by employees. Therefore, the business operators should organize the training for employees to educate them
and make them ready to provide advices for customers. The results were consistent to the research of
DanuphonAphithampitak (2013), exploring the marketing mix factors influencing the behavior of using car
wash and cleaning station in Thonburi area. The study revealed that the respondents with different
educational level had different behaviors of using the service of car wash and cleaning station in terms of
budget.
The respondents with different occupation had different opinions towards overall marketing mix. When

individual aspects were considered, the respondents with different occupation had different opinions towards
place and promotion with a statistical significance level of 0.05, which was consistent to the set hypothesis.
The respondents with different occupation emphasized on day and time of using the service, place, standard.
Thus, the business operator should plan to organize the training for employees to strictly serve the customers
in order to increase their confidence. The results were consistent to the research of ThanawadeeChaluddong
(2010), exploring and comparing factors affecting the decision-making for car care service of consumers in
Nonthaburi. The results revealed that occupation influenced the decision-making for car care service usage in
terms of frequency of using the service.
The respondents with different average monthly income had different opinions towards overall marketing
mix. When individual aspects were considered, the respondents with different average monthly income had
different opinions towards place, promotion, and people with a statistical significance level of 0.05, which was
consistent to the set hypothesis. The respondents with different average monthly income, especially those with
higher average monthly income emphasized on the benefits and value of the service. The results were
consistent to the research of Chin Thamrongwittawut (2011) exploring the behavior of using car care services
and service marketing factors affecting the selection of using car care service of private car users in Mueang
KhonKaen district. It was found that average monthly income was related to the selection of using car care
service of private car users in terms of average cost per time of using the service.

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5. Suggestions
The demand of customers as well as demand of additional service should be studied to improve and
develop further.
The guideline in planning or marketing strategy should be formulated to learn about weakness and
strength of car care center to use this information in removing weaknesses of car care service and strengthen
the strength of car care business to attract more consumers.
The problems and obstacles which consumers received from car care service should be studied for future
decision and service.

References
ChitsanupongSriprasaet (2015). Service Marketing Mix in Customer Perspective Affecting Behaviors of Using Car Care in Nonthaburi
Province. Master Thesis, Graduate School. Srinakharinwirot University.
Chin Thamrongwittawut(2011). Marketing Factors Affecting the Selection of Car Care Services in Mueang District, KhonKaen.
Independent Study of Master of Business Administration Program in Accounting,KhonKaen University.
DanuphonAphithampitak (2013). Marketing Mix Factors Influencing the Behavior of Using Car Wash and Cleaning Station in Thonburi
Area. Master Thesis, Graduate School. Srinakharinwirot University.
Thairath Online (2017). October Sale Volume 2017. Retrieved on November 24, 2017 from />ThanawadeeChaluddong (2010). Factors Affecting the Decision-Making for Car Care Service of Consumers in Nonthaburi. Thesis of
Master of Business Administration, Suan Dusit University.
NarasriVivanichkul and ChusakUdomsri. (1999). Business Research Methodology. 6th edition. Bangkok: Chulalongkorn University Press.
SiriwanSarirat (2007). New Marketing Management. 2007 edition. Bangkok: Dharmasarn Printing.
Seri Wongmontha (1999). Consumer Behavior. Bangkok: A.N. Printing.

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