The title of study is Factor Affecting the Satellite TV Service Choice of Consumers in Mueang Chiang Mai District, it’s has propose to study factors affecting to choose Satellite TV service and consumer behavior of the Satellite TV Services consumer analyze by Multinomial Logit. The data to study is primary data collect by questionnaire form population amount 400 sample in Mueang Chiang Mai District. The result shown most of the sample were choose Truevision Satellite TV Service by gender age status education and occupation. And the analysis by Multinomial logit find factors affecting Truevision Satellite TV Service compare other Satellite TV Service is factor consumers income, factor education level of consumer, factor consumers occupation, factor consumer center service, factor times of service is quickly.
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