CUSTOMERS PERCEPTIONS, SERVICE MARKETING AND CONSUMERS LIFESTYLE INFLUENCING CUSTOMERS PURCHASING DECISION OF SOFT SERVE FOR STUDENTS IN BANGKOK UNIVERSITY

Abstract

The aim of this research is to study the factors impacting customers purchasing decisions of soft serve for students in bangkok university. The three independent variables of this study to understand the dependent variable of customers' purchasing decisions are customer perceptions, service marketing and consumers lifestyle. The sub-variables for customer perceptions consisted of. The sub-variables for service marketing included. The sub-variables for consumers' lifestyle included. Quantitative research was implemented to collect the data from the 429 respondents who were bangkok university students accommodation and study locations which were near bangkok university, future park rangsit and near bts victory monument, where are in bangkok and pathum thani provinces, and a convenience sampling method was applied to collect questionnaires in google form advertised on facebook and twitter(x) to reach out target questionnaires. The questionnaire contains in Likert scale 1-5 ranges having three questions for each sub variable and independent variables consisting of three sub variables. The software IBM SPSS is used to calculate statistics and analyze the data such as inferential and descriptive analysis. The results concluded that there was an impact between the independent variables (customers perceptions, service marketing and consumers lifestyle) and the dependent variable (customers' purchasing decisions).