พฤติกรรมผู้บริโภคและปัจจัยที่มีอิทธิพลต่อการเลือกใช้กระเป๋า คอมพิวเตอร์แบบพกพา ในเขตกรุงเทพมหานคร / ปียมาภรณ์ ยงประยุทธชัย = Consumer behavior and factors influencing the selection of the portable computer bags in Bangkok area / Peeyamaporn Yongprayutchai
The objectives of this research are to study demographic factors, consumer behavior and factors influencing the selection of the portable computer bags in Bangkok area. The population of the research is computer users in Bangkok area. Samples are 210 people from questionnaires and 50 people from in-depth interviews. The result of the research reveals that most of the samples are female, between 21 and 40 years old, postgraduates, work in private companies, hold a unit of notebook computer and use it every day. Their monthly income is between 20,001 – 40,000 Baht. Regarding the consumer behavior, the first behavior is using a free bag received with the portable computer due to the unconcern about the bag’s image. The second behavior is buying a bag of their own due to an inappropriate size and a heavy weight. The last behavior is using a bag received from others from a special occasion. Regarding the factors, the most important factors are size, weight, durability, maintenance and price. Additional important factors are material, function, several and accessible channels, interesting displays, warranty, change policy and salesperson providing product information.
