The purposes of this research is to : 1. Compare marketing mix of Mitsubishi Lancer with its direct competitors. 2. Analyze factors which influence purchasing decision of Mitsubishi Lancer buyers and prospects. 3. Study credibility of controlled and uncontrolled media by MMC. Sitthipol Co., Ltd. on purchasing decision of Mitsubishi Lancer. 200 questionnaires were distributed to Mitsubishi Lancer buyers (100) and prospects (100). Along with a survey research, depth interview of MMC. Sitthipol marketing planners and dealers’ top executive were undertaken. Results indicate that : 1. MMC. Sitthipol Co., Ltd. has set Mitsubishi Lancer’s price lower than its direct competitors. 2. Product and price are main factors influencing consumer’s and prospect’s purchasing decision. 3. Consumers obtain primary data of Mitsubishi Lancer from controlled media and search data in details from uncontrolled media. 4. Mitsubishi Lancer user is the most important factor influencing purchasing decision.
