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Abstract:
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The objective of the study was to investigate the factors affecting usage of the Krung Thai Bank credit card in Chiang Dao District of Chiang Mai Province and to study consumer behavior towards the use of credit cards in that area by using a sample group of 400 people. Tools used for data collection was a qquestionnaires which analyzed by frequency distribution, percentage, mean.The results of general information of the sample group indicated that most of the respondents were female individuals, aged between 20 and 29 years, with an average of 32 years. Most worked as civil servants or state enterprise officers holding a bachelor's degree and having an average monthly income of from 15,001 to 30,000 baht.The study results on consumer behavior towards the use of the credit cards in Chiang Dao District area also showed that most of the people held Krung Thai Bank credit card, followed by Siam Commercial Bank’s and Kasikorn Bank’s, respectively, with an average of 3 credit cards per person. The sample group used credit cards rather than other forms of payment. The reason given was due to the waived entrance and annual fees, its instant approval, and that the cards can be used for cash advance. In addition, the credit cards are exquisite, easy to carry, and have a variety of features. Visa was the most used type of credit card. Most of the users made payment with a credit card once to three times per month. The main purpose was to pay for goods and services in shopping malls or general stores. Alternatively, it was used for travel expenses such as petrol, airfares, accommodation and utility bills, respectively. The average monthly spending per credit card was from 5,001 to 10,000 baht. The most preferred type of credit card reimbursement was the monthly minimum payment.
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Moreover, the study revealed the results of marketing mix factors affecting consumer decision towards the use of Krung Thai Bank credit cards in the targeted area that security aspect played the most important role, followed by the process factor and convenience of access and application, while technology factors that affected the use of credit card played a significant role as well.The results of the study on factors influencing the respondents not to use the Krung Thai Bank credit cards found that personnel from other banks provided better quality of services and better explanation about their credit card products. Furthermore, the application and approval procedures for credit card of other banks were easier, and they offered wider range of promotions and privileges.
Keywords: Decision, Credit Card
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