Marketing Mix and Reference Group Factors Influencing the Decision to Purchase the Fender Brand of Electric Guitars of Thai Customers

Abstract

The objectives of this research were: 1) to study the demographic factors influencing the decision to purchase the Fender Brand of electric guitars of Thai customers, 2) to study the marketing mix factors influencing the decision to purchase the Fender Brand of electric guitars of Thai customers, and 3) to study the reference group factors influencing the decision to purchase the Fender Brand of electric guitars of Thai customers. The results of demographic data analysis revealed that most of the respondents were male, aged 21-30 years, working as private company employees, had a bachelor's degree and had a monthly income of 10,001 – 20,000 baht. The results showed that the demographic difference in age influenced the difference in the decision to purchase the Fender Brand of electric guitars of Thai customers at the significant level of 0.05. The marketing mix factors with the differences in price and promotion influenced the difference in the decision to purchase the Fender Brand of electric guitars of Thai customers at the significant level of 0.05 with the predictive power of 21.6%. The differences in reference groups such as friend, celebrity/artist and expert influenced the difference in the decision to purchase the Fender Brand of electric guitars of Thai customers at the significant level of 0.05, with the predictive power of 26.1%.