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The

Tifle

The

Auttror Prognm

Thesis Advlsors

The Marketing Mix towards Car License Plate Auction Behavior

of

Deparrnent

ofland

Tralsport in Chiangmai area.

Kedkanok Wongsomret

Master of Business Adminisaation

Associate Professor Dr. Wirasak Somyana Chairman

ABSTRACT

The

study

of ^the

marketing

mix

towards

car

license Plate auction behavior

of

Deparhent

of

Land Transport

in

Chiangmai area had ^purposes to investigation marketing mix factor towards car license plate auction behavior ^and to test the related berween car license plate auction behavior

frcor

^and marketing

mix

towards car licerse plate auction

of

Deparbnent

of

l,and Transpon in Chiangmai area. The samples of this study consisted

of303

auction bidders by questionnaire

as tool, and

statistical analysis

were

ftequency, perrentage, means, ^staDdard deviation, 8nd chi-square. The results were found as

follow;

the majority were ^{rnales, aged} between

4l-50

^years old, hold bachelor degree, trader, and eamed income less than 25,001 baht per month. For Car license plate auction behavior results were found tlrat the majority bid

for

their own use, intercsted in ^group no.3 those are vehicle registration plates with 4 digits, ^plates widr straight digits, plarcs with or without number o or 6 were available, limitation bid was less

lhrn

50,001 baht, considered base on their own subjective, and knew advertising from the sides around intersection

in city.

Also,

rurketing mix

factors affected on car ^license plate auction behavior at the highest level on average while considering

lo

sub-factors the results was found that 7 sub-factors effected on car license plate auction behavior at the highest level on average when sort by affecting level the results shown that people, place, ^process, product, promotion, presentation urd quality, and price, respectively.

t

Car license plate auction behaviors had no sinific€nt with marketing mix ^{towards caJ} license plate auction.

Kcywords: Marketing mix ^factor, car license plate auction behavior

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