CAUSAL FACTORS INFLUENCING THE DECISION TO OPEN A SECURITIES TRADING ACCOUNT WITH SECURITIES COMPANIES IN BANGKOK AND THE METROPOLITAN REGION

Abstract

Securities companies or "brokers" act as agents or brokers in the trading of securities and provide various services to facilitate the trading of securities, from receiving securities purchase orders from investors, receiving payment for securities purchases, delivering securities, to the end of the process. This causes securities companies to compete fiercely, forcing executives to find various ways to attract investors. This research aimed to 1) Examine the factors influencing decisions to open securities trading accounts in Bangkok and its vicinity; 2) study the influence on branding, marketing promotion, service innovation, intention to use a securities trading account, and decision to open an account with a securities company in Bangkok and its vicinity; and 3) Investigate the strategies employed by investors when choosing a securities company in Bangkok and its vicinity. A mixed-methods approach, combining quantitative and qualitative research was employed. The quantitative sample consisted of 300 investors aged 20 years and over, who had opened a securities trading account.   The qualitative sample consisted of six securities industry experts. Data were collected via questionnaires and in-depth interviews. The results of the study indicated Branding, marketing promotion, and service innovation significantly influence the decision to open a securities trading account by affecting investor’s intention to use a securities trading account and decision-making process. In addition, Awareness of investor’s needs and the responsiveness of the securities company are crucial for establishing a competitive advantage. The results of the study offered both theoretical and practical implications, providing guidelines for developing marketing strategies of securities companies consistent with investor behavior and informing policies to promote investment in the Thai stock market