Consumers’ Decision-Making in Using Services of Independent Gas Stations in Phetchaburi Province

Abstract

The objectives of this study were 1) to study level of consumers’ decision-making in using services of independent gas stations in Phetchaburi province and 2) to compare consumers’ decision-making in using services of independent gas stations in Phetchaburi province classified by personal information. This study was quantitative research. By using purposive sampling, the sample consisted of 384 consumers using services of independent gas stations in Phetchaburi province. Questionnaire was used as the data collection tool. The statistics used included mean, standard deviation, t-test, One-Way ANOVA and LSD. The results showed that 1) the overall consumers’ decision-making in using services of independent gas stations in Phetchaburi province was at the high level. When considering each aspect, post purchase behavior was found at the high level as the first rank, followed by problem recognition, purchase decision, information search, and evaluation of alternatives which were all found at the high level, respectively. 2) consumers using services of independent gas stations in Phetchaburi province with difference in gender and occupation had different decision-making in using services of independent gas stations in Phetchaburi province at the statistical significance level of 0.05.