The objective of this research is to study “Marketing Factors Affecting Consumers’ Behavior toward Buying Tablet PC in Bangkok which are Product, Price, Place (Channel of distribution) and Promotion”. The data that collected through the questionnaires was analyzed by using Cluster Analysis method. The results would classify the consumers into 5 groups according to the marketing factors that affect their buying behavior. Group 1: The consumers want to buy the product with the right price and promotion (Bargain Hunter). Group 2: The consumers pay attention to 4 P’s (All Around). Group 3: The consumers want to buy the quality product (Quality First). Group 4: The consumers like to buy the product with sale promotion (Sales Promotion Lover) and Group 5: The consumers want to buy the product according to the advertisement at the convenience place and with the trust (Ads, Trust and Convenience Influenced). Through the statistical analysis by using Chi-square method showed that demographic characteristics including age, occupation and average monthly income have the correlation with these five groups of consumer affected by marketing factors. In addition, the buying behavior of consumers including the buying and using Tablet PC, buying price, channel of payment, influential person and place to buy Tablet PC also have the correlation with these five groups. Later researcher use the Z-Test method to determine the characteristics and behavior of these five groups in order to let the Tablet PC companies to know the target group and to apply the appropriate strategies to suit each group of consumers affected by marketing factors.
