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 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: 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 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 The respondents with different marital status had indifferent opinions towards marketing mix for overall and individual aspects 647 TIEU LUAN MOI download : skknchat@gmail.com 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 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 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 648 TIEU LUAN MOI download : skknchat@gmail.com 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 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 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 649 TIEU LUAN MOI download : skknchat@gmail.com Conceptual framework (Independent Variables) (Dependent Variables) Marketing mix factors Product Price Place Promotion People Process Physical evidence Personal factors Gender Age Educational level Occupation Monthly income Psychological factors Motivation Perception Learning Attitudes and beliefs 5.Personality 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 650 TIEU LUAN MOI download : skknchat@gmail.com 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 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 respondents with different marital status had indifferent opinions towards marketing mix for overall and individual aspects, which was inconsistent to the set hypothesis 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 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 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: 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 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 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: 651 TIEU LUAN MOI download : skknchat@gmail.com 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 652 TIEU LUAN MOI download : skknchat@gmail.com 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 https://www.thairath.co.th/content/1134298 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 653 TIEU LUAN MOI download : skknchat@gmail.com ... 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 department stores including... 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... 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