Abstract:
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This research was aimed to study the Factors Influencing Buying Behavior through the Website of Central Department Store of Working-age Custumers in Mueang District, Chiang Mai Province. Data used in this study were the questionnaires distributed to a total of 400 samples of Working-age Custumers in Mueang District, Chiang Mai Province. Statistics employed for data analysis included percentage, mean, standard deviation and Chi-square Analysis. The study result was found that 400 samples were mostly female with age range of 46-60 years and marital status. The study of them were in Mueang District, Chiang Mai Province. The total monthly incomes were mostly more than the range of 40,000 Thai Baht per month while the monthly expenses were between the range of 10,000-20,000 Thai Baht. And transport vehicle was a personal car. Based on the data analysis of the the Factors Influencing Buying Behavior through the Website of Central Department Store found that the most influence factor is the product factor.Next is Personnel factor, Service factor, Price factor, and Marketing mix factors as the sample to the least important. The satisfaction analysis of the study found that the most of satisfaction were Quality factor or the products purchased on the website meet the requirements. The next satisfactionwere Product Selection ,Shipping Services ,Warranty and After sales service and minimum satisfaction were price factor.
Keywords: Buying Behavior, Central Department Store, Working-age Custumers, Chiang Mai Province
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