FACTORS AFFECTING CUSTOMER DECISIONS REGARDING …

FACTORS AFFECTING CUSTOMER DECISIONS

REGARDING STANDALONE CAR DETAILING

BY

MISS PANSIRI SRISUAYSAKUL

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF

THE REQUIREMENTS FOR THE DEGREE OF

MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2014

COPYRIGHT OF THAMMASAT UNIVERSITY

FACTORS AFFECTING CUSTOMER DECISIONS

REGARDING STANDALONE CAR DETAILING

BY

MISS PANSIRI SRISUAYSAKUL

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE

OF MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2014

COPYRIGHT OF THAMMASAT UNIVERSITY

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Independent Study Title FACTORS AFFECTING CUSTOMER

DECISIONS REGARDING STANDALONE

CAR DETAILING

Author Miss Pansiri Srisuaysakul

Degree Master of Science Program in Marketing

(International Program)

Major Field/Faculty/University Faculty of Commerce and Accountancy

Thammasat University

Independent Study Advisor

Associate Professor James E. Nelson, Ph.D.

Academic Years 2014

ABSTRACT

The purpose of this study is to identify the factors affecting customer decisions

regarding standalone car detailing services including customers’ decision criteria and

influencing factors. The research analysis will also provide customer behavior in terms

of usage and demographic toward standalone car detailing. The research methodology

includes both quantitative and qualitative analysis. The exploratory research and

descriptive research will facilitate researcher to indicate factors affecting customer

decisions regarding standalone car detailing. The study also used secondary data to find

general information of the car detailing business, car detailing shop, and the current

market situation. In-depth interviews were conducted with eight participants in order to

reveal customer insight in terms of attitude and behavior and the results was applied for

qualitative data. There are 169 respondents whose age between 18-55 years, own a car

and decide for themselves to select car detailing service participated in the survey. The

survey data have been analyzed using the Statistic Package for Social Science (SPSS)

by Frequency Distribution, Mean comparison, ANOVA, Cross Tabulation and Chi-

Square Test techniques. Overall factors affecting customer decisions regarding

standalone car detailing are convenient location of the shop, reasonable price,

professional staff and meticulous process. In terms of customers’ criteria, customer

concern on quality of service as a first priority. For influencing factors, family,

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girlfriend/boyfriend/spouse and friends are the most potential influence whereas social

media of the shop such as facebook and/or instagram is the most effective media. In

order to persuade the customers, promotion is the most effective tool since women are

sensitive to promotion more than men.

Keywords: Car detailing, Auto detailing, The detailing service, Standalone Car

detailing, Factors affecting customer decisions, Decision making factors.

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ACKNOWLEDGEMENTS

First and foremost, I would like to express my sincere gratitude to my

advisor Assoc. Prof. Dr. James E. Nelson for the continuous support, for his patience,

beneficial advice and knowledge throughout my independence study. He devote his

valuable time to shape my research more sharpen, suggest plenty of useful comments

including demonstrated a statistic when I confused. These assistances are very helpful

for research writing and this independence study would never been completed without

him. He is the best advisor that I ever had.

My sincere thanks also go to my friends particularly “Rad Around” and

“PSM” groups for sharing good times and bad times together more than ten years and

my sister, Fahfahblossom for her encouragement and the grate support.

Furthermore, I am also very thankful for all contribution of respondents

who answered the questionnaire.

Lastly, I would express a deep sense of gratitude to my parents,

Srisuaysakul family and Suthikul family who always stand by me, helping me get

through the difficult times and supporting me spiritually throughout my life.

Miss Pansiri Srisuaysakul

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TABLE OF CONTENTS

Page

ABSTRACT (2)

ACKNOWLEDGEMENTS (4)

LIST OF TABLES (7)

LIST OF FIGURES (8)

CHAPTER 1 INTRODUCTION 1

1.1 Purpose of the study 3

CHAPTER 2 REVIEW OF LITERATURE 4

2.1 The Consumer decision model 4

2.1.1 Developed model of consumer buying decision process 4

2.2 A conceptual model of service quality and its implications

for future research 5

2.2.1 Service quality 5

2.2.2 Model of service quality gap 6

2.3 Angie's list 7

2.3.1 Guide to car washes 7

CHAPTER 3 RESEARCH METHODOLOGY 9

Research Methodology 9

3.1 Exploratory research 9

3.1.1 Secondary research 9

3.1.2 Observation 10

3.1.3 In-depth Interview 10

3.2 Descriptive research 10

3.2.1 Questionnaire Survey 10

Data Collection 12

3.3 Data Analysis 13

Limitations of the study 13

CHAPTER 4 RESULTS AND DISCUSSION 15

Data analysis and results 15

Frequency Distribution 15

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Differences between groups (ANOVA and Crosstabs) 26

CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 37

REFERENCES 40

APPENDICES

APPENDIX A 41

APPENDIX B 49

APPENDIX C 53

APPENDIX D 55

BIOGRAPHY 58

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LIST OF TABLES

Tables Page

1. Frequencies, means and standard deviations for 41 factors that

customers concern in choosing detailing service 18

2. Sample size and percentage of each factors that customers consider

as important factors. 22

3. Results of One-way ANOVA for 41 factors that customers

concern in choosing the detailing service among light moderate

and heavy user. 26

4. Responses by usagegroup with brand of cleaning products 29

5. Responses by usagegroup with shop close to your house or your workplace 29

6. Results of One-way ANOVA for 41 factors that customers

concern in choosing the detailing service between male and female 30

7. Responses by gender with loyalty card 33

8. Responses by gender with privilege membership 33

9. Responses by gender with payment by credit card are accepted 33

10. Responses by gender with Complementary gifts 34

11. Responses by gender with speed of service 34

12. Results of One-way ANOVA for influencer in selecting

the detailing shop between male and female 34

13. Responses by gender with influencers 35

14. Results of One-way ANOVA for influencer in selecting

the detailing shop level of education 35

15. Responses by level of education with influencers 35

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LIST OF FIGURES

Figures Page

1.1 Developed conceptual model from consumer buying decision process 4

model of Engel, Kollat and Blackwell in 1968.

1.2 Model of service quality gaps 5

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CHAPTER 1

INTRODUCTION

In Thailand, the manufacture of cars swelled from less than 500,000 units in

1998 to a high of nearly 2.5 million units in 2012 (2,428,181 cars to be exact)

(Vanhaleweyk, 2014). The Thai automotive industry had a tremendously productive

year in 2012. That year, first-time car buyers could obtain considerable reductions for

their purchase, a product of the Thai government’s fiscal policies, which was the

primary cause of the good fortune (Vanhaleweyk, 2014). First-time car owners could

get tax reimbursements of up to 100,000 baht (around 3,070 USD) under Yingluck

Shinawatra’s government policy. Provided the vehicle’s engine size did not exceed

1,500 cc and the price of the car was under 1 million baht, this plan was accessible

when purchasing small cars or (pick-up) trucks. Tax rebates to first-time car buyers

exceeded 90 billion baht (roughly 3 billion USD). Nearly 1.25 million cars and small

trucks were sold and benefited from the scheme (Vanhaleweyk, 2014). The projected

expenditure for the policy was exceeded extensively by the amount of funds paid out

by the government (and the amount of vehicles sold). Vehicle sales reached 1.33 million

units in 2013 based on information collected by Toyota Motors Thailand (The Nation,

2014). Total domestic vehicle sales topped over one million units in 2014, as calculated

by The Federation of Thai Industries' Automotive Industry Club (MCOT, 2014). The

first-car policy not only boosted domestic car sales significantly, but also drove demand

for related industries such as automobile parts and maintenance services, including the

detailing businesses.

In addition, Thai people have been changing their lifestyle to live in

condominiums because of various advantages such as convenient locations. For

example, there are plenty of condominium projects close to the routes for the Skytrain

and the subway. Condominiums also usually have full facilities such as fitness rooms,

swimming pools, laundry, garden and library as well as covered parking lots, all

including maintenance services. In the first 6 months of 2014, there were a reported

16,750 new condominium units based on land department registrations. This compared

to the entire accessible stock for greater Bangkok at approximately 414,550 units

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(Corben, 2014). Colliers International Thailand, consisting of property consultants and

real estate advisors, anticipate the availability of more than 50,000 condominium units

for sale in 2014 (Corben, 2014). Although there are numerous benefits of the

condominium lifestyle, there are some disadvantages of living that should be

considered as well. One main problem is that condominiums do not have car wash

facilities for residents or areas for residents to wash cars themselves.

From the two major points mentioned previously, a car detailing service is an

interesting prospect for a business since it can support vehicle proliferation and fulfill

the need of condominium inhabitants. Furthermore, shares from the Thailand car

detailing market have risen sharply 75%, from 2.5 billion baht (approximately 77

million USD) in 2008 to 10 billion baht (around 307 million USD) in 2014 (Manager,

2014). Mr. Chaichan Oupapan, executive director of The Perfect Shine (TPS), a car

detailing and glass coating company in Thailand, revealed that the car detailing business

grew 30% in 2014, gaining market share at 10 billion baht (around 307 million USD).

This consisted of car detailing at 8 billion baht (about 246 million USD) and products

and services at 2 billion baht (roughly 61 million USD), in a market that will continue

to grow in 2015 (Posttoday, 2015).

Ample proof that the industry has potential and that an entrepreneur could reap

immense benefits by starting a car detailing business is contained in the statistics. The

overall study of detailing businesses and involves the way to persuade customers by

discovering what the vital factors are that attract customers to use a detailing service,

particularly standalone car detailing. The definition of “standalone” means a place

located in a specific area of land and “car detailing” means the act of washing,

vacuuming and/or waxing cars, either by hand or with automatic machinery. The

information gained from this study will be useful for entrepreneurs as an essential key

to launching this kind of business in the future.

This report is the study of a contemporary topic in applied marketing under a

societal issue theme. The main objective is to identify the factors affecting customer

decisions (which include the reasons for selecting a detailing service) regarding

standalone car detailing services. The research main purposes are defined as follows:

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1. To identify decision-making factors (in reference to service, price, place,

promotion, people, process and physical evidence) that customers consider in selecting

standalone car detailing.

2. To identify customers’ criteria (which factors are involved with customers

selecting a first priority to last priority) for using standalone car detailing.

3. To identify factors influencing customers (which are promotion, advertising,

review, recommendation and words of mouth) to use standalone car detailing.

4. To study customer behavior in terms of usage (which includes usage rate,

service types, reasons for use, satisfaction and so forth) and demographic factors

(gender, age, marital status, occupation, income, etc.) that influence selection of


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Problem/Need Recognition

Purchase Decision

Post-Purchase Behavior

CHAPTER 2

REVIEW OF LITERATURE

The Consumer Decision Model (The Engel, Kollat, Blackwell Model)

Depending on the conditions in their lives, consumers are continuously

developing in their purchasing behavior. The method that consumers use when making

purchases defines their consumer behavior. Several factors affecting their decisions and

usage are included in this definition. Consumers typically go through a decision-making

procedure when purchasing goods and services, which comprises five steps.

Understanding these steps is essential for marketers to effectively influence consumers

toward their products and promote sales. (Engel, Kollat and Blackwell, 1995).

Because the purpose of this research is to identify the factors affecting customer

decisions regarding standalone car detailing, a basic model of complex decision making

by Engel, Blackwell and Kollat is used as a framework for this study.

A model of the consumer-buying decision procedure was created by Engel,

Kollat and Blackwell in 1968. Problem/Need recognition, information search,

evaluation of alternatives to meet this need, purchase decision and post-purchase

behavior were the five steps included in this model and can be an effective guide for

marketers in understanding consumers to connect to them more successfully.

Depending on the product, their buying phase and their financial situation, consumers

move through the decision process in different ways. (Engel, Kollat and Blackwell,

1995).

Developed model of consumer buying decision process.

Figure 1.1 Developed conceptual model from consumer buying decision process

model of Engel, Kollat and Blackwell in 1968.

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A conceptual model of service quality and its implications for future research (A.

Parasuraman, Valarie A. Zeithaml, & Leonard L. Berry).

Service Quality

Due to the complexities of both defining and measuring service quality,

substantial attention has been stimulated in research literature on the concept. Little

agreement has materialized on either front (Wisniewski, 2001). Service quality carries

a variety of "definitions" regarding its true meaning. The degree to which a service

addresses a customer’s needs or expectations is one definition generally accepted

(Lewis and Mitchell, 1990; Dotchin and Oakland, 1994a; Asubonteng et al., 1996;

Wisniewski and Donnelly, 1996). Therefore, service quality can be characterized as the

discrepancy involving customers’ expectation of service and perceived service.

Perceived quality is inadequate and customer disappointment transpires when

expectations outweigh performance (Parasuraman et al., 1985; Lewis and Mitchell,

1990).

The most prevalent methodology for determining service quality is the

SERVQUAL approach (Parasuraman et al., 1985).

Figure 1.2 Model of service quality gaps (Parasuraman et al., 1985; Curry, 1999; Luk

and Layton, 2002)

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Model of Service Quality Gaps (Parasuraman et al., 1985; Curry, 1999; Luk and

Layton, 2002)

Seven key gaps exist in the concept of service quality, which are shown in

Figure 2. The representation is an augmentation to Parasuraman et al. (1985). Three

important gaps include Gap 1, Gap 5 and Gap 6, which are linked with peripheral

customers because they have a direct connection to them, based on the explanation (ASI

Quality Systems, 1992; Curry, 1999; Luk and Layton, 2002).

Gap1- Customers’ expectations versus management perceptions: insufficient

upward interaction and excessive layers of management as the result of a lack

of marketing research direction (Parasuraman et al., 1985; Curry, 1999; Luk and

Layton, 2002).

Gap2- Management perceptions versus service specifications: assessment of

unfeasibility, deficient task consistency and an absence of goal setting as the

result of insufficient dedication to service quality (Parasuraman et al., 1985;

Curry, 1999; Luk and Layton, 2002).

Gap3: Service specifications versus service delivery: inferior employee and

technology-job fit, unsuitable supervisory management systems, lack of

perceived control and lack of teamwork as the result of role uncertainty and

inconsistency (Parasuraman et al., 1985; Curry, 1999; Luk and Layton, 2002).

Gap4- Service delivery versus external communication: lack of correlation

between service and interaction as the result of deficient horizontal

communications and the tendency to make unreasonable promises

(Parasuraman et al., 1985; Curry, 1999; Luk and Layton, 2002).

Gap5- The discrepancy between customer expectations and their perceptions of

the service delivered: lack of correlation between the influences exercised by

the customer and the underperformance (gaps) of the service supplier. In this

case, the degree of personal needs, word of mouth recommendations and

previous service experiences influence customers’ point of view (Parasuraman

et al., 1985; Curry, 1999; Luk and Layton, 2002).

Gap6- The discrepancy between customer expectations and employees’

perceptions: lack of comprehension about customer expectations by front-line

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service providers results in differences (Parasuraman et al., 1985; Curry, 1999;

Luk and Layton, 2002).

Gap7- The discrepancy between employee’s perceptions and management

perceptions: lack of comprehension about customer expectations between

managers and service providers creates differences (Parasuraman et al., 1985;

Curry, 1999; Luk and Layton, 2002).

Angie's list

Guide to car washes (Angie's list, 2014)

Recommendations for car washing are provided online from Angie’s list, a US-

based website including crowd-sourcing evaluations of local businesses. Users can

check information from “Angie's list guide to car washes – topic car wash basics to

follow”.

Car wash basic

One of the easiest means of preserving a car’s exterior and maintain its pleasant

appearance is to have it washed and waxed on a consistent basis. Frequent car washes

assist in diminishing the typical wear and tear that every vehicle’s exterior experiences,

as well as providing source of pride for owner. Eliminating other surrounding

contaminants, including road salt, sap, tar and bugs in a suitable way also works toward

making a vehicle’s paint and clear coat endure longer (Angie's list, 2014).

The question of how often to wash a vehicle is asked by many owners. Initially,

personal preference and the vehicle owned is the primary consideration. For example,

a vehicle owner with a brand new luxury vehicle will likely wash it at least once a week

to maintain its bright and shiny “new” appearance. Conversely, a vehicle owner driving

an old and damaged-looking pick-up truck will likely never wash it (Angie's list, 2014).

Driving conditions - The dust kicked up and encrusted onto vehicle’s paint for

those living in rural areas with gravel, dirt roads or driveways might be a good

reason to wash cars more often (Angie's list, 2014).

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Season - Corrosive harm to the vehicle’s underbody and paint can be done by

the grunge and dirt from road salt in the winter or rainy season. A similar effect

is possible in the summer from bugs hitting the exterior (Angie's list, 2014).

Climate – Frequent washing of vehicles in needed for owners living in locations

with frequent rain. A vehicle’s luster can be damaged by salt, mud, rain and

flood, while environmental moisture also draws increased contaminants to the

vehicle. Bird droppings, bugs and tree sap are contaminants that contain

increased acidity in higher temperatures (Angie's list, 2014).

Geography - Higher levels of dirt and salt in the air are an increased threat for

people living in coastal areas. Chemical particles damaging to a vehicle’s paint

is a risk for those living in industrial areas. Weekly vehicle washing is the

standard suggestion for those residing in these areas (Angie's list, 2014).

Parking location – Vehicle owners lacking the convenience of covered parking

or a garage to store their vehicle at night should at least avoid parking under

trees or in other areas prone to contaminants dropping from above, such as bird

droppings, as well as consider washing their cars more often (Angie's list, 2014).

Commute distance and conditions – Long distance driving on the highway

entails exposing a car’s exterior to increased road grime and bug strikes. This is

especially true for daily commuters when compared to those making shorter,

non-highway commutes, requiring increased frequency for the washing of

vehicles (Angie's list, 2014).

In order to keep dirt and grime from accumulating on the exterior, it would be

advantageous to have the vehicle cleaned every two to three weeks at the least. Drivers

may want to wash their vehicles even more frequently if they face any of the driving

circumstances referenced previously (Angie's list, 2014).

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CHAPTER 3

RESEARCH METHODOLOGY

Research Methodology

The main purpose of this research is to identify factors affecting customer

decisions regarding standalone car detailing including customers’ criteria and factors

influencing. In addition, customers’ behavior in term of using behavior and

demographics factor influencing on selecting standalone car detailing are also studied.

This research focuses on the customers who own a car and decide for themselves to

select car detailing service. In order to achieve the research purposes as an

aforementioned, exploratory research (secondary research and in-depth interview) and

descriptive research (questionnaire survey) have been conducted as research

methodologies.

3.1 Exploratory research

3.1.1 Secondary research

Objective: The objectives of this part are to collect general information of car

detailing business, industry’s overview, current market situation and to study

customers’ criteria and factors influencing in selecting the detailing service.

Data Collection: The secondary data was retrieved from both online and offline

sources. For offline sources, the information was obtained from literature, previous

research, textbooks and articles which related to the study topic while online sources

information was gained from available data on the internet such as the detailing shops’

websites and social medias, online news websites and car communities’ websites. The

secondary research provided both information of business’s side and consumer’s view

point as mentioned before that benefit for the next stage of quantitative research study.

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3.1.2 Observation

Objective: The objective of observation is to observe various types of car

detailing shops and customer’s behavior when using the detailing service which

consumers are being observed without realizing.

Data Collection: Observation was conducted at all three categories of car

detailing shops under the criteria for the shop selection which is the car detailing shop

at department store, car detailing shop at petro station and standalone car detailing in

order to study on usage behavior and demographics factors of customers.

3.1.3 In-depth Interview

Objective: In-depth interview has been conducted using the information

gathered from the observation to extract deep information and to reveal some answers

that cannot be interpreted from the observing. In-depth interview allow researcher to

further understand customer decision making factors, customers’ criteria and behavior

including factors influencing regarding standalone car detailing.

Data Collection: The interviews were conducted with eight participants

individually, four females and four males whose age between 18-55 years old, who own

a car and decide for themselves to select and bring their car to the detailing service. The

eight participants are different in demographic in order to gained diverse information.

In-depth interview helps participants to express their thoughts and reasons which was

important for the research. Furthermore, this information gained facilitated the

questionnaire design, particularly when the options are needed in the multiple choice

questions.

3.2 Descriptive research

3.2.1 Questionnaire Survey

Objective: Questionnaire was designed based on the information and insight

from exploratory research. Purpose of the survey was to identify factors affecting

customer regarding standalone detailing service.

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Online surveys were distributed through online survey program namely

“Google Docs” while offline questionnaires were distributed by hand to the car owners

at different types of the detailing shops. The questionnaire consisted of six parts as

follows: (See Appendix A: Questionnaire)

Part 1: Screening Questions

The objective of this part was to certify that respondents matched the study’s

selection criteria, which are people whose age between 18-55 years old who own a car

and decide for themselves to select car detailing service. If answer of respondents were

“No” in either one of three screening questions, the online survey program was closed

automatically.

Part 2: Behaviors and lifestyle in using car detailing

The objective of this part was to understand consumer behavior and their

lifestyle in using car detailing service. There were 11 questions: frequency of use of

detailing service, time of use, day of use,

type of service that respondents use, spending, brands that respondents use, reasons for

using car detailing service, membership applying, reasons for applying for a

membership, and reasons for not applying for a membership. All answers to this part

are nominal scale of measurement.

Part 3: Decision making factors that affecting to customer when selecting

standalone car detailing

The objective of this part was to discover the important factors that affect the

customer’s decision in selecting the detailing. The factors were separated into seven

main factors: service, price, place, promotion, people, process, and physical evidence.

There were sub-questions in each factor; all combined into 50 questions in this part.

The respondents were asked to rate level of importance to each question. A 5-point

likert scale was used which 1 = not at all, 2 = less importance, 3 = neutral, 4 =

importance and 5 = very importance. Answers to this part are interval scale of

measurement.

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Part 4: Customers’ criteria in selecting standalone car detailing

The objective of this part was to identify factors that are important to

respondents from first priority to last priority. The factors were divided into eight

factors: shop’s location, quality of service, knowledgeable staff, reasonable price,

quality of equipment, recommendations from family / relatives / friends or colleague,

promotion, and reliability of the shop. The level of impact were from 1-8 scales (1

means the highest importance and 8 means lowest importance).

Part 5: Factors influencing the customer when selecting standalone car

detailing

The objective of this part was to discover factors influencing respondents for

selecting a detailing service. There were three questions which are influencer in

selecting car detailing shop, persuasion for using the detailing service, and media that

respondents use to find the information. All answers are nominal scale of measurement.

Part 6: Demographics

The objective of this part was to collect demographic information of the

respondents. There were eight questions in this part which are gender, age, marital

status, education level, occupational, income, type of respondents’ car, and brand of

respondents’ car. Answers to this part are nominal scale of measurement.

Due to time constraints, the sample size (n) of this study was 169 respondents

with convenience sampling method.

Data Collection

Data were collected both paper based and online based. For paper based, the

questionnaire were distribution by hand to the target respondents at different types of

the detailing shops which are standalone car detailing, detailing shop at petro station

and detailing shop at department store. On the other hand, online survey were

constructed via online survey program called “Google Docs” and were posted on

various type of social medias such as Facebook, Twitter and Line. After the data sets

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of information have been complete 169 questionnaires were collected, comprise of 41

sets from paper based and 128 sets from online based.

3.3 Data Analysis

In this study, total 169 of data sets were analyzed by SPSS (Statistical Package

for the Social Sciences) and Microsoft Excel Program to interpret the result, relying on

the purposes of the study. Analysis methods are as follows;

Frequency Analysis: To see how the data were distributed in behaviors and lifestyle

in using the detailing service, factors influencing customer regarding standalone car

detailing and respondent demographics.

Mean comparison: To see how difference of mean and percentage in ratio and interval

scale, compare mean between various factors in decision making factors that customers

consider in selecting standalone car detailing and customers’ criteria for choosing


ANOVA: To test the significant association between two groups of respondents that

use nominal scale. In this research, two groups of respondents consists of usage group

(light, moderate and heavy user) and gender group (male and female) were tested with

41 factors that customers concern in choosing the detailing service.

Cross Tabulation and Chi-Square Test: To see the differences among two groups of

respondents which are usage group (light, moderate and heavy user) and gender group

(male and female) with significant factors from ANOVA testing. Two main groups

were crosstabed with significant factors to identify relationship by using Chi-square

test.

Limitations of the study

The study limited only at expected service. Future research might examine

management perceptions of customer expectations to study gap 2 and examine service

delivery (including pre and post contacts) to study gap 3 (See Figure 1.2) or future

research might examine external communications to customer to study gap 4 and

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examine employee perceptions of customer expectations to study gap 7 (See Figure

1.2).

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CHAPTER 4

RESULTS AND DISCUSSION

Data analysis and results

Frequency Distribution

A summary results of behaviors and lifestyle in using car detailing appear below

Constructed frequency distributions for questions 1 through 11. Results for

question 1 showed maximum frequency for use of detailing service to be one time per

month (n=60 or 35.5 percent). Next highest frequencies were for 2-3 months per time

(n=33, 19.5 percent). Followed by the third frequencies were for two weeks per time

(n=32, 18.9 percent) and the fourth frequencies were for 3-4 weeks per time (n=20 or

11.8 percent). The fifth frequencies were for one time per week (n=14, 8.3 percent)

while the sixth frequencies were for 4-6 months per week (n=6, 3.6 percent). The

minimum frequencies for use of car detailing service were for 6-12 months per time

(n=4 or 2.4 percent). (See appendix B1: Frequency of use).

Results for question 2 displayed that most respondents use car detailing service

between 3.01 – 6.00 p.m. (n=59 or 34.9 percent). The second highest was between 12.01

– 3.00 p.m. (n=44, 26.0 percent). While the third highest was between 9.01 – 12.00 p.m.

(n=33, 19.5 percent) and the fourth highest was between 6.01 – 10.00 p.m. (n=28, 16.6

percent). The least popular time was between 6.00 – 9.00 p.m. (n=5 or 3.0 percent).

(See appendix B2: Time of use).

Results for question 3 showed the majority of respondents use a detailing

service on Saturday (n=68 or 40.2 percent). Next highest was on Sunday (n=45, 26.6

percent). Followed by the third highest was on Wednesday (n=17 or 10.1 percent) and

the fourth highest was on Monday (n=16, 9.5 percent) while the fifth highest, the sixth

highest and the seventh highest was on Friday (n=12, 7.1 percent), on Tuesday (n=8 or

4.7 percent) and on Thursday (n=3, 1.8 percent), respectively. (See appendix B3: Day

of use).

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Results for question 4 displayed services that most respondents use in a detailing

shop were wash exterior and interior detailing (n=134 or 79.3 percent). The services

second highest were wash exterior, interior detailing and wax (n=55, 32.5 percent). The

third highest was wash exterior only (n=27, 32.5 percent) and the fourth highest was

cleaning seats and rugs (n=17, 10.1 percent). Followed by the fifth highest, which were

wash exterior and wax (n=16 or 9.5 percent) and the sixth highest was refreshing air

conditioner (n=10, 5.9 percent). Service that respondents used slightly for car detailing

were specific services such as cleaning the tray for pick up or mini truck and cleaning

headlamps (n=2 or 1.2 percent). (See appendix B4: Types of service).

Results for question 5 showed maximum time for use of detailing service to be

30 – 59 minutes (n=62 or 36.7 percent). Next highest was for one hour (n=53, 31.4

percent). The third highest was for more than one hour but not longer than two hours

(n=29, 17.2 percent). The fourth highest was for less than 30 minutes (n=14, 8.3

percent) while the fifth highest was for two hours (n=10, 5.9 percent). The minimum

time for use of detailing service was for longer than two hours (n=1, 0.6 percent). (See

appendix B5: Spending time).

Results for question 6 showed the majority of respondents spend for use of

detailing service per time to be 150 – 300 baht (n=79 or 46.7 percent). The second

highest was for 301 – 500 baht (n=44 or 26.0 percent). Followed by the third highest

was for less than 150 baht (n=31, 18.3 percent) and the fourth highest was for 701 –

1000 baht (n=6, 3.6 percent). The fifth highest was for 501 – 700 baht (n=5 or 3.0

percent) while the sixth highest was for 1,000 – 1,500 baht (n=3 or 1.8 percent). Lastly,

the minority of respondents spend for use of detailing service per time to be more than

1,500 baht (n=1 or 0.6 percent). (See appendix B6: Spending of use).

Results for question 7 displayed type of the detailing shops that most

respondents used were specific detailing shops where close to their residence or their

workplace (n=94 or 55.6 percent). The next highest was Meguiar's; standalone car

detailing (n=50, 29.6 percent) while the third highest was Poli-chem’s detailing shop

where located at department store (n=17, 10.1 percent). Wizard Auto Care, car detailing

17

at petro station was the type of the detailing shop that respondents use the least (n=8 or

4.7 percent). (See appendix B7: Type of detailing shops).

Results for question 8 showed that shop’s location nearby house or workplace

was the first reason for using the detailing service (n=141, 83.4 percent). The next

highest reason was a good service quality (n=100, 59.2 percent) and the third highest

reason was appropriate price (n=96, 56.8 percent). The shop use high quality products

and comfortable atmosphere were the same highest at the fourth (n=31 or 18.3 percent).

Followed by the fifth highest reason was recommendations from family / relatives /

friends or colleagues (n=30, 17.8 percent), the sixth highest reason was equipment of

service are up-to-date (n=25, 14.8 percent) and the seventh highest reason was specific

reasons such as the respondents do not have enough time to wash their car (n=6, 3.6

percent), respectively. (See appendix B8: Reasons for using the detailing service).

Result for question 9 displayed the number of respondents who apply for

detailing service membership (n=33 or 19.5 percent). (See appendix B9: Membership

applying).

Results for question 10 showed the majority of respondents apply a membership

for buy more value packages (n=23 or 13.6 percent). The second highest was for

discount per time (n=14 or 8.3 percent). The third highest was the customer using that

shop regularly (n=11, 6.5 percent) and the fourth highest was for privileges for

membership (n=6, 3.6 percent). The lowest reason for membership applying was for

intensive care services such as cleaning history (n=5 or 0.3 percent). (See appendix

B10: Reasons for membership applying).

Results for question 11 displayed that most respondents do not apply for

membership because they rarely use the detailing service (n=74 or 43.8 percent). The

next highest was because the respondents always change the detailing shop (n=64 or

37.9 percent). The third highest was because the respondents want to try other car

detailing shop (n=34, 20.1 percent) and the fourth highest was because the membership

price is high (n=16, 9.5 percent). The lowest reason was other reasons like there is no

18

privilege membership providing in some detailing shop (n=8 or 4.7 percent). (See

appendix B11: Reasons for not-applying a membership).

A summary of decision making factors in selecting standalone car detailing appear

in “Table 1” below.

Table 1. Frequencies, means and standard deviations for 41 factors that customers

concern in choosing detailing service.*

Factors

Number of Respondents by Response Category

Not at

all

Less

important

Neutral Important Very

important

Mean SD

Service

Various types of service 7 23 74 58 7 3.21 0.86

Brand of cleaning

products

9 11 54 82 13 3.47 0.93

Quality of cleaning

products

3 7 38 84 37 3.86 0.87

High standard of

equipment

1 10 17 96 45 4.03 0.81

Equipment of service are

up-to-date

3 8 54 83 21 3.66 0.82


clean and tidy

- 8 26 79 56 4.08 0.82

Quality and standard of

service are accepted

3 4 17 92 53 4.11 0.82

Can be able to serve

several cars at the same

time

5 11 40 65 48 3.83 1.01

Price

Price reasonable to

quality of service

- - 4 79 86 4.49 0.55

19

Price reasonable to

quality of cleaning

products

1 2 16 91 59 4.21 0.70

Similar price when

compared to other shops.

3 4 33 90 39 3.93 0.83

Place

Shop close to your

house or your workplace

1 - 5 71 92 4.50 0.62

Shop located in

convenient location

- - 6 61 102 4.57 0.56

Appropriate opening and

closing times

- 5 38 60 66 4.11 0.85

Promotion

Loyalty card 19 23 71 45 11 3.04 1.06

Privilege membership 17 21 70 46 15 3.12 1.07

Payment by credit card

are accepted

22 23 59 49 16 3.08 1.15

Seasonal promotion 12 15 61 65 16 3.34 1.01

Complementary gifts 16 17 68 56 12 3.18 1.03

Advertising in multiple

media channels

21 34 83 25 6 2.77 0.97

People

Knowledgeable staffs in

providing

2 2 13 78 74 4.30 0.76

Staffs are careful while

on duty

- 1 6 58 104 4.57 0.60

Service minded staffs - 3 7 60 99 4.51 0.67

A sufficient number of

staff

- 2 16 80 71 4.30 0.69

Process

Speed of service 1 - 15 97 56 4.22 0.65

20

Service system - - 11 97 61 4.30 0.58

Staffs will check car’s

condition and existing

scratches before

providing service

- 4 26 84 55 4.12 0.75

Staffs will inform

service details to

customer before

providing service

1 3 27 81 57 4.12 0.78

Scratch protection while

providing service

- 1 2 49 117 4.67 0.53

Protecting the security

of customers properties

inside the car

- 1 5 47 116 4.64 0.57

Customer can see the

service system clearly

step by step

- 3 25 69 72 4.24 0.77

Customers can be able to

check service quality

before payment

- 1 15 63 90 4.43 0.68

Physical Evidence

Cleanliness of the shop - 2 21 101 45 4.12 0.65

Atmosphere of the shop - 3 38 109 19 3.85 0.62

Staff’s uniform 10 16 93 40 10 3.14 0.89

Reception/waiting room - 3 31 73 62 4.15 0.78


parking spaces

1 - 18 99 51 4.18 0.66

Free wi-fi available 6 15 64 53 31 3.52 1.00

Coffee shop 10 17 71 54 17 3.30 0.99

Service prices must be

displayed clearly

1 3 9 62 94 4.45 0.73

21

Displayed price details

in receipt clearly

1 - 22 58 88 4.37 0.75

*Sample size is 169 for all tests.

All of these decision making factors are factors of expected service from gap 1,

gap 5, gap 6 in Model of service quality gaps (See Figure 1.2).

Table 1. showed that most important factors affecting customer decision

regarding standalone car detailing were process of scratch protection while providing

service (mean=4.67), process of protecting the security of customers properties inside

the car (mean=4.64), staffs are careful while on duty (mean=4.57), shop located in

convenient location (mean=4.57), service minded staffs (mean=4.51), shop close to

your house or your workplace (mean=4.50), price reasonable to quality of service

(mean=4.49), service prices must be displayed clearly (mean=4.45), customers can be

able to check service quality before payment (mean=4.43), displayed price details in

receipt clearly (mean=4.37), knowledgeable staffs in providing (mean=4.30), a

sufficient number of staff (mean=4.30), service system (mean=4.30) and customer can

see the service system clearly step by step (mean=4.24).

While middle important factors that customers concern in choosing detailing

service were speed of service (mean=4.22), price reasonable to quality of cleaning

products (mean=4.21), a sufficient number of parking spaces (mean=4.18),

reception/waiting room (mean=4.15), staffs will inform service details to customer

before providing service (mean=4.12), staffs will check car’s condition and existing

scratches before providing service (mean=4.12), cleanliness of the shop (mean=4.12),

appropriate opening and closing times (mean=4.11), quality and standard of service are

accepted (mean=4.11), equipment of service are clean and tidy (mean=4.08), high

standard of equipment (mean=4.03), similar price when compared to other shops

(mean=3.93), quality of cleaning products (mean=3.86) and atmosphere of the shop

(mean=3.85).

On the other hand, least important factors affecting customer decision in

selecting standalone car detailing were the shop can be able to serve several cars at the

22

same time (mean=3.83), equipment of service are up-to-date (mean=3.66), free wi-fi

available (mean=3.52), brand of cleaning products (mean=3.47), seasonal promotion

(mean=3.34), various types of service (mean=3.21), complementary gifts (mean=3.18),

staff’s uniform (mean=3.14), privilege membership (mean=3.12), payment by credit

card are accepted (mean=3.08), loyalty card (mean=3.04) and advertising in multiple

media channels (mean=2.77).

A summary of customers’ criteria in selecting standalone car detailing appear in

“Table 2.” below.

Table 2. Sample size and percentage of each factors that customers consider as

important factors.*

Factors n Percent

Shop located in convenient location 111 65.6

Quality of service / Cleanliness of

wash

128 75.7

Knowledgeable staffs 79 46.7

Price reasonable to quality of

service

62 36.6

High quality equipment and

products

30 17.7

The shop recommended by family /

relatives / friends or colleagues

34 20.1

Attractive promotion 29 17.1

Reliability of the shop 33 19.5


Table 2. displayed that quality of service / cleanliness of wash was the factor

that customers concern as a first priority when selecting detailing service at 75.7%.

Followed by shop located in convenient location as a second priority at 65.6%. The

third priority was knowledgeable staffs at 46.7% while the fourth priority was price

reasonable to quality of service at 36.6%. The fifth priority was the shop recommended

by family / relatives / friends or colleagues at 20.1%, the sixth priority was reliability

23

of the shop at 19.5% and the seventh priority was high quality equipment and products

at 17.7%. On the other hand, the least important factor that customers concern regarding

standalone car detailing still was the attractive promotion at 17.1%.

A summary of factors influencing customer regarding standalone car detailing

appear below.


question 1 showed girlfriend, boyfriend or spouse was the most potential influencer for

respondents in selecting detailing service (n=47 or 27.8 percent). The next highest

influencing factor was respondents decide for themselves in choosing detailing service

(n=40, 23.7 percent). Followed by the third highest influencing factor was family

(n=38, 22.5 percent).The fourth highest influencing factor was friends (n=19, 11.2

percent) and the fifth highest influencing factor was relatives (n=7 or 4.1 percent).

Expertise and recommendations from websites/webboards were equal as the sixth

highest influencing factor (n=6 or 3.6 percent) while the seventh highest influencing

was colleagues (n=5, 3.0 percent). The least powerful influencer for respondents in

selecting detailing service was blogger (n=1 or 0.6 percent). (See appendix C1:

Influencer).

Results for question 2 displayed shop’s promotion was the most effective tool

in persuading respondents in using detailing service (n=87 or 51.5 percent). The second

highest effective tool was words of mouth (n=76, 45.0 percent). The third highest

effective tool was recommendations from websites/webboards (n=25, 14.8 percent).

Followed by shop’s advertising was the fourth highest (n=24, 14.2 percent) and specific

things such as some stains or smell in the car was the fifth highest (n=22 or 13.0

percent). The sixth highest was reviews from blogger on the internet (n=8, 4.7 percent).

And the least effective tool in persuading respondents in using detailing service was

reviews from expertise in magazines and various medias (n=5 or 3.0 percent). (See

appendix C2: Persuasion tools).

Results for question 3 showed that most respondents find information of the

detailing shop via social media of the shop such as facebook instagram (n=63 or 37.3

24

percent). The next highest answer was respondents do not find the detailing shop

information (n=48, 28.4 percent). The third highest was via recommendations from

websites/webboards (n=46 or 27.2 percent) and the fourth highest was via car’s

communities / car lover clubs (n=28 or 16.6 percent).The fifth highest was via shop’s

website (n=27, 16.0 percent) while the sixth highest was via reviews from blogger on

the internet (n=15 or 8.9 percent). The least popular source that respondents find

information of the detailing service was reviews from expertise in magazines and

various medias (n=9 or 5.3 percent). (See appendix C3: Source of information).

A summary of respondent demographics appear below.


question 1 showed the majority of respondents were female 75.7% (n=128) while male

were only 24.3% (n=41) of the total population. (See appendix D1: Gender).

Results for question 2 showed respondents whose age between 26 – 30 years

old uses the detailing service most. (n=117 or 69.2 percent). The next highest was

respondents whose age between 31 – 35 years old (n=29, 17.2 percent). The third

highest was respondents whose age between 18 – 25 years old (n=9 or 5.3 percent) and

the fourth highest was respondents whose age between 36 – 40 years old (n=7 or 4.1

percent). Followed by the fifth highest was respondents whose age between 41 – 45

years old (n=4 or 2.4 percent), the sixth highest was respondents whose age between

46 – 50 years old (n=2, 1.2 percent) and the seventh highest was respondents whose

age between 51 – 55 years old (n=1, 0.6 percent), respectively. (See appendix D2: Age).

Results for question 3 showed that 82.8% of respondents were single (n=140),

while 17.2% of respondents were married (n=29). (See appendix D3: Marital status).

Results for question 4 displayed that most respondents have bachelor degree

level of education (n=89 or 52.7 percent). The next highest for respondents’ level of

education was master’s degree (n=78, 46.2 percent). On the contrary, the minority of

respondents have diploma and Ph.D. level of education were equal (n=1 or 0.6 percent).

(See appendix D4: Level of education).

25

Results for question 5 showed the majority of respondents were private

employees (n=110 or 65.1 percent). The second highest was business owner (n=38,

22.5 percent). Followed by the third highest was state enterprise employees (n=7, 4.1

percent). Student and governmental officer were equal at the fourth highest (n=6, 3.6

percent). The minority of respondents were freelance (n=2 or 1.2 percent). (See

appendix D5: Occupation).

Results for question 6 displayed that most respondents have monthly income at

25,001-35,000 baht per month (n=38 or 22.5 percent). The next highest was at 35,001-

45,000 baht (n=32, 18.9 percent). Followed by the third highest was at 15,001-25,000

baht (n=30, 17.8 percent) and the fourth highest was at 45,001-55,000 baht (n=26, 15.4

percent). The fifth highest was at 55,001-75,000 baht (n=23 or 13.6 percent) and the

sixth highest was at 75,001-95,000 baht (n=9 or 5.3 percent). The seventh highest was

equal at less than 15,000 baht and 95,001-150,000 baht (n=5, 3.0 percent). The minority

of respondents have monthly income at more than 150,000 baht (n=1 or 0.6 percent).

(See appendix D6: Income).

Results for question 7 showed sedan was type of car which the majority of

respondents use (n=151, 89.3 percent). The next highest was SUV (Sport Utility

Vehicle) type (n=15 or 8.9 percent). In contrast, type of car that the minority of

respondents use was pickup or mini truck as the third (n=2, 1.2 percent) and sport type

was the fourth highest (n=1, 0.6 percent). (See appendix D7: Type of respondents’ car).

Results for question 8 displayed that Honda was the most popular brand (n=56,

33.1 percent). The next highest popular brand was Toyota (n=42, 24.9 percent). The

third highest was Nissan (n=13, 7.7 percent) and the fourth highest was Mazda (n=12,

7.1 percent). Followed by the fifth highest was Chevrolet (n=7 or 4.1 percent).

Mitsubishi and Ford were equal at the sixth highest (n=6 or 3.6 percent). The seventh

highest was Benz (n=5 or 3.0 percent) while the eighth highest was BMW (n=2 or 1.2

percent). The least popular brand were Mini Cooper, Audi, Peugeot, Volkswagen and

Saab as equal (n=1, 0.6 percent). (See appendix D8: Brand of respondents’ car).

26

Differences between groups (ANOVA and Crosstabs)

A summary of decision making factors among light, moderate and heavy user

appear in “Table 3.” below.

Table 3. Results of One-way ANOVA for 41 factors that customers concern in choosing

the detailing service among light moderate and heavy user.*

Factors

Mean Values for Indicated Groups

F statistic

p-value Light

Users

(n=10)

Moderate

Users (n=33)

Heavy

Users (n=126)

Total

(n=169)

Service

Various types of service 3.30 2.88 3.29 3.21 2.93 .056

Brand of cleaning

products

3.20 3.09 3.59 3.47 4.37 .014

Quality of cleaning

products

3.90 3.64 3.91 3.86 1.34 .264

High standard of

equipment

3.90 3.91 4.07 4.03 0.66 .521

Equipment of service

are up-to-date

3.50 3.48 3.71 3.66 1.21 .301

Equipment of service

are clean and tidy

4.20 3.82 4.14 4.08 2.19 .115



4.50 3.88 4.14 4.11 2.64 0.74



time

3.90 3.97 3.79 3.83 0.46 .635

Price

Price reasonable to

quality of service

4.60 4.42 4.49 4.49 0.43 .650

27

Price reasonable to

quality of cleaning

products

4.30 4.09 4.24 4.21 0.64 .528

Similar price when

compared to other

shops.

3.90 3.97 3.93 3.93 0.04 .959

Place

Shop close to your

house or your

workplace

4.00 4.52 4.53 4.50 3.55 .031

Shop located in

convenient location

4.60 4.52 4.58 4.57 0.19 .832

Appropriate opening

and closing times

4.10 4.12 4.10 4.11 0.01 .994

Promotion

Loyalty card 2.80 2.88 3.10 3.04 0.81 .447

Privilege membership 3.30 3.24 3.08 3.12 0.44 .642


are accepted

3.00 3.06 3.10 3.08 0.40 .962

Seasonal promotion 2.90 3.24 3.40 3.34 1.36 .259

Complementary gifts 3.00 3.21 3.19 3.18 0.17 .842


media channels

2.70 2.73 2.79 2.77 0.07 .929

People


providing

4.30 4.30 4.30 4.30 0.00 1.000


on duty

4.70 4.64 4.54 4.57 0.60 .548

Service minded staffs 4.60 4.61 4.48 4.51 0.60 .552


staff

4.30 4.21 4.33 4.30 0.35 .704

28

Process

Speed of service 4.30 4.36 4.18 4.22 1.08 .342

Service system 4.60 4.30 4.27 4.30 1.50 .227



scratches before

providing service

4.50 4.15 4.09 4.12 1.43 .240

Staffs will inform

service details to

customer before

providing service

4.50 4.18 4.08 4.12 1.46 .234


providing service

4.90 4.64 4.66 4.67 1.03 .359

Protecting the security

of customers properties

inside the car

4.80 4.58 4.65 4.64 0.62 .542



step by step

4.40 4.15 4.25 4.24 0.45 .636

Customers can be able

to check service quality

before payment

4.50 4.42 4.43 4.43 0.05 .948

Physical Evidence

Cleanliness of the shop 4.40 3.97 4.13 4.12 1.84 .161

Atmosphere of the shop 4.20 3.73 3.86 3.85 2.26 .108

Staff’s uniform 3.50 3.18 3.10 3.14 0.97 .383

Reception/waiting room 4.50 4.12 4.13 4.15 1.09 .337


parking spaces

4.10 4.18 4.18 4.18 0.07 .930

Free wi-fi available 3.50 3.55 3.52 3.52 0.01 .987

Coffee shop 3.50 3.18 3.32 3.30 0.46 .633

29


displayed clearly

4.70 4.42 4.44 4.45 0.62 .537

Displayed price details

in receipt clearly

4.70 4.36 4.35 4.37 1.01 .368


In conclusion, there is no differences between light, moderate and heavy user

on all decision making factor, except brand of cleaning products (F=4.37, p < .014) and

shop close to your house or your workplace (F=3.55, p < .031). In other words, most

heavy user believe that brand of cleaning products is very important while no one of

light and moderate user have been agree. Moreover, the majority of heavy user concern

about shop location close to their house or their workplace as a very important level

opposite to light and moderate user, which are shown in crosstabs, table 4 and table 5

below.

Table 4. Responses by usagegroup with brand of cleaning products*

Usagegroup

Brand of cleaning products

Total Not at

all

Less

important


important

Light user

Moderate user

Heavy user

Total

1

3

5

9

2

3

6

11

1

15

38

54

6

12

64

82

0

0

13

13

10

33

126

169

*Chi-square = 14.82, p < .251, Cramer’s V= 0.12

Table 5. Responses by usagegroup with shop close to your house or your workplace*

Usagegroup

Shop close to your house or your workplace

Total Not at

all


important

Light

Moderate

Heavy

Total

1

0

0

1

1

1

3

5

4

14

53

71

4

18

70

92

10

33

126

169


30

A summary of decision making factors between male and female appear in “Table

6.” below.

Table 6. Results of One-way ANOVA for 41 factors that customers concern in choosing

the detailing service between male and female*

Factors


F statistic

p-value Male

(n=41)

Female

(n=128)

Total

(n=169)

Service

Various types of service 3.00 3.27 3.21 3.04 .083

Brand of cleaning

products

3.34 3.51 3.47 1.00 .318

Quality of cleaning

products

3.73 3.90 3.86 1.15 .286

High standard of

equipment

3.95 4.05 4.03 0.50 .479


up-to-date

3.71 3.64 3.66 0.20 .653


clean and tidy

4.29 4.02 4.08 3.60 .059



4.17 4.09 4.11 .028 .599



time

3.66 3.88 3.83 1.53 .218

Price

Price reasonable to

quality of service

4.44 4.50 4.49 0.39 .536

Price reasonable to

quality of cleaning

products

4.17 4.23 4.21 0.19 .662

31

Similar price when

compared to other shops.

3.78 3.98 3.93 1.91 .169

Place

Shop close to your house

or your workplace

4.39 4.53 4.50 1.62 .205

Shop located in

convenient location

4.63 4.55 4.57 0.74 .390

Appropriate opening and

closing times

4.12 4.10 4.11 0.02 .894

Promotion

Loyalty card 2.59 3.18 3.04 10.4 .002

Privilege membership 2.78 3.23 3.12 5.74 .018


are accepted

2.71 3.20 3.08 5.92 .016

Seasonal promotion 3.15 3.41 3.34 2.06 .153

Complementary gifts 2.83 3.30 3.18 6.57 .011


media channels

2.56 2.84 2.77 2.52 .114

People


providing

4.37 4.28 4.30 0.38 .538


on duty

4.59 4.56 4.57 0.05 .831

Service minded staffs 4.41 4.54 4.51 1.09 .298


staff

4.27 4.31 4.30 0.13 .722

Process

Speed of service 4.02 4.29 4.22 5.24 .023

Service system 4.15 4.34 4.30 3.61 .059



4.10 4.13 4.12 0.07 .794

32

scratches before

providing service

Staffs will inform service

details to customer

before providing service

4.22 4.09 4.12 0.81 .371


providing service

4.78 4.63 4.67 2.42 .122

Protecting the security of

customers properties

inside the car

4.63 4.65 4.65 0.02 .889



step by step

4.44 4.18 4.24 3.60 .060

Customers can be able to

check service quality

before payment

4.51 4.41 4.43 0.76 .386

Physical Evidence

Cleanliness of the shop 4.00 4.16 4.12 1.79 .183

Atmosphere of the shop 3.88 3.84 3.85 0.09 .760

Staff’s uniform 3.07 3.16 3.14 0.32 .570

Reception/waiting room 4.12 4.16 4.15 0.06 .806


parking spaces

4.20 4.17 4.18 0.04 .845

Free wi-fi available 3.34 3.58 3.52 1.72 .191

Coffee shop 3.07 3.38 3.30 2.94 .088


displayed clearly

4.32 4.49 4.45 1.79 .183

Displayed price details in

receipt clearly

4.39 4.37 4.37 0.03 .865


33

To sum up, there is no differences between male and female on all decision

making factor, except some factors of promotion which are loyalty card (F=10.4, p <

.002), privilege membership (F=5.74, p < .018), payment by credit card are accepted

(F=5.92, p < .016), complementary gifts (F=6.57, p < .011) and speed of service in

process (F=5.24, p < .023). To put it differently, female were sensitive to promotion

more than male. Furthermore, they were concern about speed of service more than male

also. The results are shown in crosstabs, table 7, table 8, table 9, table 10 and table 11

below.

Table 7. Responses by gender with loyalty card*

Gender

Loyalty card

Total Not at

all

Less

important


important

Male

Female

Total

11

8

19

6

17

23

16

55

71

5

40

45

3

8

11

41

128

169


Table 8. Responses by gender with privilege membership*

Gender

Privilege membership

Total Not at

all

Less

important


important

Male

Female

Total

10

7

17

6

15

21

15

55

70

3

43

46

7

8

15

41

128

169


Table 9. Responses by gender with payment by credit card are accepted*

Gender

Payment by credit card are accepted

Total Not at

all

Less

important


important

Male

Female

Total

10

12

22

6

17

23

15

44

59

6

43

49

4

12

16

41

128

169


34

Table 10. Responses by gender with complementary gifts*

Gender

Complementary gifts

Total Not at

all

Less

important


important

Male

Female

Total

10

6

16

15

12

17

12

56

68

10

46

56

4

8

12

41

128

169


Table 11. Responses by gender with speed of service*

Gender

Speed of service

Total Not at

all


important

Male

Female

Total

1

0

1

5

10

15

26

71

97

9

47

56

41

128

169


A summary of influencers in selecting the detailing shop appear in “Table 12.”

below.

Table 12. Results of One-way ANOVA for influencer in selecting the detailing shop

between male and female*

Factors


F statistic

p-value Male

(n=41)

Female

(n=128)

Total

(n=169)

Influencers 5.20 3.84 4.17 5.89 .016


In summary, there is some significant with influencer in selecting the detailing

shop between male and female, in other words, family, boyfriend or spouse and friends

have been influencing on female in choosing the detailing service more than male as a

result of crosstab in table 13 below.

35

Table 13. Responses by gender with influencers*

Influencers

Gender

Total Male Female

Family

Girlfriend/Boyfriend/Spouse

Relatives

Friends

Colleagues

Expertise

Blogger

Recommendations from

websites/webboards

None

Total

3

9

2

7

3

2

1

2

12

41

35

38

5

12

2

4

0

4

28

128

38

47

7

19

5

6

1

6

40

169

Table 14. Results of One-way ANOVA for influencer in selecting the detailing shop

level of education*

Factors


F statistic

p-value Diploma

(n=1)

Bachelor’s

Degree

(n=89)

Master’s

Degree

(n=78)

Ph.D.

(n=1)

Total

(n=169)

Influencers 2.00 4.83 3.47 2.00 4.17 3.00 .032


To conclude, there is some significant with influencer regarding standalone car

detailing between level of education. To put it differently, family, girlfriend / boyfriend

or spouse and friends have been influencing on Bachelor’s Degree and Master’s Degree

respondents more than others level. A results were shown in crosstab, table 15 below.

Table 15. Responses by level of education with influencers*

Influencers

Level of education

Total Diploma

Bachelor’s

Degree

Master’s

Degree

Ph.D.

Family

Girlfriend/Boyfriend/Spouse

Relatives

Friends

Colleagues

Expertise

0

1

0

0

0

0

13

24

2

12

2

5

25

21

5

7

3

1

0

1

0

0

0

0

38

47

7

19

5

6

36

Blogger Recommendations from

websites/webboards

None

Total

0 0

0

1

1 2

28

89

0 4

12

78

0 0

0

1

1 6

40

169

37

CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

As an introduction stated, car detailing service is an outstanding, fast growing

and high potential business since it can offers a lucrative opportunities for

entrepreneurs. In order to launch this kind of business, the information retrieved from

this study are suggest as follow:

Overall factors affecting customer decisions regarding standalone car detailing

are convenient location of the shop, reasonable price, professional staff and meticulous

process.

The decision making factors that customers consider in selecting standalone car

detailing comprise of service system for service, price reasonable to quality of service

for price, shop located in convenient location or shop close to customer’s

house/workplace for place particularly in heavy users, staffs are careful while on duty,

service minded staffs, a sufficient number of staff and knowledgeable staffs for people

and process of scratch protection while providing service and process of protecting the

security of customers properties inside the car for process.

Customers’ criteria regarding standalone car detailing as the crucial priority are

quality of service, shop located in convenient location, knowledgeable staffs, price

reasonable to quality of service that similar to the decision making factors whereas the

shop recommended by family/ relatives/friends or colleagues, reliability of the shop,

high quality equipment and products and attractive promotion are the factors that

customers concern as the inferior priority.

Factors influencing customer in selecting standalone car detailing are family,

boyfriend or spouse and friends are the most potential influence especially for females.

Moreover, family, girlfriend/boyfriend or spouse and friends are also potential

influence for customers who earn bachelor’s and master's’ degree. Although promotion

is a factor that customer consider as last priority in choosing the detailing service, it

attract females effectively. And another one effective tool is words of mouth. Moreover,

38

for providing information of the detailing shop social media of the shop such as

facebook and/or instagram is the most effective media as well as recommendations

from websites/webboards.

Therefore, in order to launch standalone car detailing, the shop should located

in convenient location particularly in residential or office area. Offer the fine quality of

wash with reasonable price; from the result of the study, the majority of respondents

require only fundamental service of detailing which are wash exterior, interior detailing,

polishing and waxing. In addition, professional staff is a vital factor of the detailing

service since customers consider it in a high level of important, then, employee training

and development would be the function that entrepreneur do not look over. On one

hand, service process is also the imperative key. Results from the study reveal that

scratch protection while providing service is the process that customer never realize

before, thus, entrepreneur could be able to take this benefit as strength of the shop and

process of protecting the security of customers properties inside the car should be

emphasize as important policy also.

In order to persuade the customers, entrepreneur could be use promotion as an

essential tool because the study discover that female are sensitive to promotion more

than male. Loyalty card, privilege membership, complementary gifts and payment by

credit card, all of these things can attract female using the detailing service. Moreover,

entrepreneur might launch “lady day” or “lady hour” promotion to persuade female on

the day or time when customer use the service slightly (which are Thursday or 6.00 –

9.00 p.m.). Furthermore, because family, girlfriend/boyfriend or spouse, friends and

words of mouth are the most potential influence that customer rely on, entrepreneur

may launch “member get member” program to convince new customers using service.

In the digital era, social media play an important role as a new communication

method. Consequently, entrepreneur should create shop’s social media such as

facebook and/or instagram for contact with customers, provide shop information,

inform knowledge, and answer customer’s questions. Shop’s social media not only can

be impact the right target without advertising cost but it is the tool to maintain

relationship with customers also.

39

The implication of this study would be beneficial to entrepreneur who desire to

start standalone detailing business in terms of factors affecting customer decision

regarding standalone detailing service and also be advantageous to the existing

enterprise for increase company's sales and revenue.

40

REFERENCES

1. Guido Vanhaleweyk. (2014). “Car Manufacturing, domestic Sales and Exports

from Thailand” webpage, accessed on February, 2014 at:

http://www.thaiwebsites.com/cars-thailand.asp

2. The Nation. (2014). “Thailand's vehicle sales to decline 11.7%” webpage,

accessed on March 5, 2014 at:

http://www.nationmultimedia.com/business/Thailands-vehicle-sales-to-

decline-11-7-30228425.html

3. MCOT. (2014). “FTI estimates 2014 domestic car sales to reach over 1 mln”

webpage, accessed on January 10, 2014 at:

http://www.mcot.net/site/content?id=52cf998e150ba0aa65000242#.VDP3J_m

SzAk

4. Ron Corben. (2014). “Social change, railways drive Bangkok condo boom”

webpage, accessed on August 28, 2014 at:

http://asia.nikkei.com/print/article/47415

5. Manager 360° weekly. (2014). “คาร์แคร์ดรัุบปีเสือ 2แบรนดป์ะหมดัเดด็” webpage,

accessed on January 5, 2014 at:

http://www.manager.co.th/iBizChannel/ViewNews.aspx?NewsID=953000000

0731

6. Posttoday. (2015). “รถไซส์กลางดนัคาร์แคร์โต30%” webpage, accessed on January 5,

2015 at: http://bit.ly/1BBrfk3

7. Engel, J.F., Blackwell, R.D and Miniard, P.W. (1995). Consumer behavior.

International ed. Florida. Dryden.

8. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), "A conceptual model

of service quality and its implication", Journal of Marketing, Vol. 49, Fall, pp.

41-50.

9. Angie's list. (2014). “Angie's list guide to car washes” webpage, accessed on

January 18, 2015 at: https://www.angieslist.com/auto-services/car-washes.htm

http://www.thaiwebsites.com/cars-thailand.asp

http://www.nationmultimedia.com/business/Thailands-vehicle-sales-to-decline-11-7-30228425.html

http://www.nationmultimedia.com/business/Thailands-vehicle-sales-to-decline-11-7-30228425.html

http://www.mcot.net/site/content?id=52cf998e150ba0aa65000242#.VDP3J_mSzAk

http://www.mcot.net/site/content?id=52cf998e150ba0aa65000242#.VDP3J_mSzAk

http://asia.nikkei.com/print/article/47415



http://bit.ly/1BBrfk3

https://www.angieslist.com/auto-services/car-washes.htm

41

APPENDICES

APPENDIX A

QUESTIONNAIRE: FACTORS AFFECTING CUSTOMER

DECISIONS REGARDING STANDALONE CAR DETAILING

Part 1: Screening Questions

In order to check whether you are eligible for the survey, please answer the three

questions below

1. Do you have your own car?

Yes

No

2. Do you use car detailing service?

Yes

No

3. Who is the decision maker in selecting car detailing shop?

Yourself

Others

If answers of respondent is “No” in either one of the above questions, your characters

are not match the basic requirements. Thank you very much for your kind cooperation.

Part 2: Behaviors and lifestyle in using car detailing

1. How often do you use car detailing service?

More than 1 time / week

Once a week

2 weeks / time

3-4 weeks / time

Once a month

2-3 months / time

4-6 months / time

6-12 months / time

Longer than a year / time

42

2. When do you use car detailing service?

(If does not have specific time, please select the time that you use most often)

6.00 am – 9.00 am

9.01 am – 12.00 am

12.01 pm – 3.00 pm

3.01 pm – 6.00 pm

6.01 pm – 10.00 pm

3. Which day does you use car detailing service?

(If does not have specific time, please select the time that you use most often)

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

4. Which services do you use when using car detailing service?

(Check all that apply)

Wash exterior only

Wash exterior and interior detailing

Wash exterior and wax

Wash exterior, interior detailing and wax

Cleaning seats and rugs

Refreshing air conditioner

Other (Please specify)………….........

5. How long does it take when you using car detailing service per time?

Less than 30 minutes

30-59 minutes

1 hour

More than 1 hour but not longer than 2 hours

2 hours

Longer than 2 hours

6. How much do you spend per time when you using car detailing service?

Less than 150 baht

150-300 baht

301-500 baht

501-700 baht

701-1,000 baht

1,000-1,500 baht

More than 1,500 baht

43

7. Which car detailing shop that you always use?

MEGUIARS

CAR-LACK68

POLI-CHEM


8. Reasons for using car detailing service?


Shop’s location nearby house or workplace

Have a good service quality

The shop use high quality products

Equipment of service are up-to-date

Appropriate price

Comfortable atmosphere

Recommendations from family / relatives / friends or

colleagues

Receive information from public relation campaigns


9. Do you apply for car detailing service membership?

Yes

No

10. The reasons for applying a membership?


You want the discount per time

You want the privileges for membership e.g., free coffee

You want to buy more value packages

You want intensive care services such as cleaning

history

You take your car to that shop regularly


11. The reasons for not-applying a membership?


Membership price is high

You rarely use the car detailing service

You always change the car detailing shop

You want to try other car detailing shop


44

Part 3: Decision making factors that affecting to customer when selecting standalone

car detailing

Please rate the importance of the factors when you selecting standalone car detailing.

(Mark only one per row)

Factors

Level of important

Not at

all

Very

important

Service

Various types of service 1 2 3 4 5

Brand of cleaning products 1 2 3 4 5

Quality of cleaning products 1 2 3 4 5

High standard of equipment 1 2 3 4 5

Equipment of service are up-to-date 1 2 3 4 5

Equipment of service are clean and tidy 1 2 3 4 5

Quality and standard of service are accepted 1 2 3 4 5

Can be able to serve several cars at the same time

1 2 3 4 5

Price

Price reasonable to quality of service 1 2 3 4 5

Price reasonable to quality of cleaning products 1 2 3 4 5

Similar price when compared to other shops. 1 2 3 4 5

Place

Shop close to your house or your workplace 1 2 3 4 5

Shop located in convenient location 1 2 3 4 5

Appropriate opening and closing times 1 2 3 4 5

Promotion

Loyalty card 1 2 3 4 5

Privilege membership 1 2 3 4 5

Payment by credit card are accepted 1 2 3 4 5

Seasonal promotion 1 2 3 4 5

Complementary gifts 1 2 3 4 5

Advertising in multiple media channels

People

1

2 3 4 5

Knowledgeable staffs in providing 1 2 3 4 5

Staffs are careful while on duty 1 2 3 4 5

45

Service minded staffs 1 2 3 4 5

A sufficient number of staff

Process

1 2 3 4 5

Speed of service 1 2 3 4 5

Service system 1 2 3 4 5

Staffs will check car’s condition and existing scratches

before providing service

1 2 3 4 5

Staffs will inform service details to customer before

providing service

1 2 3 4 5

Scratch protection while providing service 1 2 3 4 5

Protecting the security of customers properties inside

the car

1 2 3 4 5

Customer can see the service system clearly step by

step

1 2 3 4 5

Customers can be able to check service quality before

payment

Physical Evidence

1 2 3 4 5

Cleanliness of the shop 1 2 3 4 5

Atmosphere of the shop 1 2 3 4 5

Staff’s uniform 1 2 3 4 5

Reception/waiting room 1 2 3 4 5

A sufficient number of parking spaces 1 2 3 4 5

Free wi-fi available 1 2 3 4 5

Coffee shop 1 2 3 4 5

Service prices must be displayed clearly 1 2 3 4 5

Displayed price details in receipt clearly 1 2 3 4 5

46

Part 4: Customers’ criteria in selecting standalone car detailing

Please rate the importance of the factors when you selecting standalone car detailing.

(1 = Highest importance 8 = Lowest importance)

______ Shop located in convenient location

______ Quality of service / Cleanliness of wash

______ Knowledgeable staffs

______ Price reasonable to quality of service

______ High quality equipment and products

______ The shop recommended by family / relatives / friends or colleagues

______ Attractive promotion

______ Reliability of the shop

Part 5: Factors influencing customer when selecting standalone car detailing

1. Who is the influencer in selecting car detailing shop?

Family

Girlfriend / Boyfriend / Spouse

Relatives

Friends

Colleagues

Expertise

Blogger

Recommendations from websites/webboards

None

Other (Please specify)…………...........

2. What tools persuade you to use car detailing service?

Shop’s promotion

Shop’s advertising

Words of mouth

Reviews from expertise in magazines and various medias

Reviews from blogger on the internet


Other (Please specify)…………..........

3. How you find the information of car detailing service?

Social media of the shop e.g., facebook instagram

Shop’s website

Reviews from expertise in magazines and various medias

Reviews from blogger on the internet


47

Car’s communities / Car lover clubs


Part 6: Demographics

1. Gender

Male

Female

2. Age

Less than 18 years old

18 - 25 years old

26 - 30 years old

31 - 35 years old

36 - 40 years old

41 - 45 years old

46 - 50 years old

51 - 55 years old

More than 55 years old

3. Marital status

Single

Married

Divorced

Widowed

4. Level of education

Diploma

Bachelor’s Degree

Master’s Degree

Ph.D.

5. Occupation

Student

Governmental officer

Private employees

State enterprise employees

Business owner


48

6. Income

Less than 15,000 baht

15,001-25,000 baht

25,001-35,000 baht

35,001-45,000 baht

45,001-55,000 baht

55,001-75,000 baht

75,001-95,000 baht

95,001-150,000 baht


7. Type of your car

Sport

Sedan

SUV (Sport Utility Vehicle)

Pickup/ Mini truck

Van


8. Brand of your car

Toyota

Honda

Mazda

Nissan

Mitsubishi

Suzuki

Isuzu

Ford

Chevrolet

Benz

BMW

Volvo

Mini Cooper

Audi

Porsche

Peugeot

Volkswagen


49

APPENDIX B

BEHAVIORS AND LIFESTYLE IN USING THE DETAILING

SERVICE

1. Frequency of use

Frequency

Frequency

Percent

Valid

Percent

Cumulative

Percent

Once a week

2 weeks/time

3-4 weeks/time

Once a month

2-3 months/time

4-6 months/time

6-12 months/time

Total

14

32

20

60

33

6

4

169

8.3

18.9

11.8

35.5

19.5

3.6

2.4

100.0

8.3

18.9

11.8

35.5

19.5

3.6

2.4

100.0

8.3

27.2

39.1

74.6

94.1

97.6

100.0

2. Time of use

Time

Frequency

Percent

Valid

Percent

Cumulative

Percent

6.00 a.m. - 9.00 a.m.

9.01 a.m. - 12.00 a.m.

12.01 p.m. - 3.00 p.m.

3.01 p.m. - 6.00 p.m.

6.01 p.m. - 10.00 p.m.

Total

5

33

44

59

28

169

3.0

19.5

26.0

34.9

16.6

100.0

3.0

19.5

26.0

34.9

16.6

100.0

3.0

22.5

48.5

83.4

100.0

3. Day of use

Day

Frequency

Percent

Valid

Percent

Cumulative

Percent

Monday

Tuesday

Wednesday

Thursday

Friday Saturday

Sunday

Total

16

8

17

3

12 68

45

169

9.5

4.7

10.1

1.8

7.1 40.2

26.6

100.0

9.5

4.7

10.1

1.8

7.1 40.2

26.6

100.0

9.5

14.2

24.3

26.0

33.1 73.4

100.0

50

4. Types of service

Service types

Frequency

Percent

Valid

Percent

Cumulative

Percent

Wash exterior only

Wash exterior and interior

detailing

Wash exterior and wax

Wash exterior, interior

detailing and wax

Cleaning seats and rugs

Refreshing air conditioner

Other (Please

specify)…….

27

134

16

55

17

10

2

16.0

79.3

9.5

32.5

10.1

5.9

1.2

16.0

79.3

9.5

32.5

10.1

5.9

1.2

16.0

79.3

9.5

32.5

10.1

5.9

1.2

5. Spending time

Spending time

Frequency

Percent

Valid

Percent

Cumulative

Percent

Less than 30 minutes

30-59 minutes

1 hour

More than 1 hour but not

longer than 2 hours

2 hours

Longer than 2 hours

Total

14

62

53

29

10

1

169

8.3

36.7

31.4

17.2

5.9

.6

100.0

8.3

36.7

31.4

17.2

5.9

.6

100.0

8.3

45.0

76.3

93.5

99.4

100.0

6. Spending of use

Spending of use

Frequency

Percent

Valid

Percent

Cumulative

Percent

Less than 150 baht

150-300 baht

301-500 baht

501-700 baht

701-1,000 baht

1,000-1,500 baht


Total

31

79

44

5

6

3

1

169

18.3

46.7

26.0

3.0

3.6

1.8

.6

100.0

18.3

46.7

26.0

3.0

3.6

1.8

.6

100.0

18.3

65.1

91.1

94.1

97.6

99.4

100.0

51

7. Type of detailing shops

Type of detailing shops

Frequency

Percent

Valid

Percent

Cumulative

Percent

Meguiar's

Poli-chem’s

Wizard Auto Care

Other (Please

specify)…….

Total

50

8

17

94

169

29.6

4.7

10.1

55.6

100.0

29.6

4.7

10.1

55.6

100.0

29.6

34.3

44.4

100.0

8. Reasons for using the detailing service

Reasons for using the

detailing service

Frequency

Percent

Valid

Percent

Cumulative

Percent

Shop’s location nearby

house or workplace

Have a good service

quality

The shop use high quality

products


up-to-date

Appropriate price

Comfortable atmosphere


family / relatives / friends

or colleagues

Other (Please

specify)…….

141

100

31

25

96

31

30

6

83.4

59.2

18.3

14.8

56.8

18.3

17.8

3.6

83.4

59.2

18.3

14.8

56.8

18.3

17.8

3.6

83.4

59.2

18.3

14.8

56.8

18.3

17.8

3.6

9. Membership applying

Membership

Frequency

Percent

Valid

Percent

Cumulative

Percent

Applying

Not-applying

Total

33

136

169

19.5

80.5

100.0

19.5

80.5

100.0

19.5

100.0

52

10. Reasons for membership applying

Reasons for membership

applying

Frequency

Percent

Valid

Percent

Cumulative

Percent

You want the discount per

time

You want the privileges

for membership e.g., free

coffee

You want to buy more

value packages

You want intensive care

services such as cleaning

history

You take your car to that

shop regularly

14

6

23

5

11

8.3

3.6

13.6

3.0

6.5

8.3

3.6

13.6

3.0

6.5

8.3

3.6

13.6

3.0

6.5

11. Reasons for not-applying a membership

Reasons for not-applying

a membership

Frequency

Percent

Valid

Percent

Cumulative

Percent

Membership price is high

You rarely use the car

detailing service

You always change the

car detailing shop

You want to try other car

detailing shop

Other (Please

specify)…….

16

74

64

34

8

9.5

43.8

37.9

20.1

4.7

9.5

43.8

37.9

20.1

4.7

9.5

43.8

37.9

20.1

4.7

53

APPENDIX C

FACTORS INFLUENCING CUSTOMER REGARDING

STANDALONE CAR DETAILING

1. Influencer

Influencer

Frequency

Percent

Valid

Percent

Cumulative

Percent

Family

Girlfriend / Boyfriend or

Spouse

Relatives

Friends

Colleagues

Expertise

Blogger


websites/webboards

None

38

47

7

19

5

6

1

6

40

22.5

27.8

4.1

11.2

3.0

3.6

.6

3.6

23.7

22.5

27.8

4.1

11.2

3.0

3.6

.6

3.6

23.7

22.5

50.3

54.4

65.7

68.6

72.2

72.8

76.3

100.0

2. Persuasion tools

Persuasion tools

Frequency

Percent

Valid

Percent

Cumulative

Percent

Shop’s promotion

Shop’s advertising

Words of mouth

Reviews from expertise in

magazines and various

medias

Reviews from blogger on

the internet


websites/webboards

Other (Please

specify)…….

87

24

76

5

8

25

22

51.5

14.2

45.0

3.0

4.7

14.8

13.0

51.5

14.2

45.0

3.0

4.7

14.8

13.0

51.5

14.2

45.0

3.0

4.7

14.8

13.0

54

3. Source of information

Source of information

Frequency

Percent

Valid

Percent

Cumulative

Percent

Social media of the shop

e.g., facebook instagram

Shop’s website

Reviews from expertise in

magazines and various

medias

Reviews from blogger on

the internet


websites/webboards

Car’s communities / Car

lover clubs

Other (Please

specify)…….

63

27

9

15

46

28

48

37.3

16.0

5.3

8.9

27.2

16.6

28.4

37.3

16.0

5.3

8.9

27.2

16.6

28.4

37.3

16.0

5.3

8.9

27.2

16.6

28.4

55

APPENDIX D

DEMOGRAPHICS

1. Gender

Gender

Frequency

Percent

Valid

Percent

Cumulative

Percent

Male

Female

Total

41

128

169

24.3

75.7

100.0

24.3

75.7

100.0

24.3

100.0

2. Age

Age

Frequency

Percent

Valid

Percent

Cumulative

Percent

18 - 25 years old

26 - 30 years old

31 - 35 years old

36 - 40 years old

41 - 45 years old

46 - 50 years old

51 - 55 years old

Total

9

117

29

7

4

2

1

169

5.3

69.2

17.2

4.1

2.4

1.2

.6

100.0

5.3

69.2

17.2

4.1

2.4

1.2

.6

100.0

5.3

74.6

91.7

95.9

98.2

99.4

100.0

3. Marital status

Marital status

Frequency

Percent

Valid

Percent

Cumulative

Percent

Single

Married

Total

140

29

169

82.8

17.2

100.0

82.8

17.2

100.0

82.8

100.0

4. Education level

Education level

Frequency

Percent

Valid

Percent

Cumulative

Percent

Diploma

Bachelor’s Degree

Master’s Degree

Ph.D.

Total

1

89

78

1

169

.6

52.7

46.2

.6

100.0

.6

52.7

46.2

.6

100.0

.6

53.3

99.4

100.0

56

5. Occupation

Occupation

Frequency

Percent

Valid

Percent

Cumulative

Percent

Student

Governmental officer

Private employees

State enterprise

employees

Business owner

Other (Please

specify)…….

Total

6

6

110

7

38

2

169

3.6

3.6

65.1

4.1

22.5

1.2

100.0

3.6

3.6

65.1

4.1

22.5

1.2

100.0

3.6

7.1

72.2

76.3

98.8

100.0

6. Income

Frequency

Percent

Valid

Percent

Cumulative

Percent

Less than 15,000 baht

15,001-25,000 baht

25,001-35,000 baht

35,001-45,000 baht

45,001-55,000 baht

55,001-75,000 baht

75,001-95,000 baht

95,001-150,000 baht


Total

5

30

38

32

26

23

9

5

1

169

3.0

17.8

22.5

18.9

15.4

13.6

5.3

3.0

.6

100.0

3.0

17.8

22.5

18.9

15.4

13.6

5.3

3.0

.6

100.0

3.0

20.7

43.2

62.1

77.5

91.1

96.4

99.4

100.0

7. Type of respondents’ car

Type of respondents’ car

Frequency

Percent

Valid

Percent

Cumulative

Percent

Sport

Sedan

SUV (Sport Utility

Vehicle)

Pickup/ Mini truck

Total

1

151

15

2

169

.6

89.3

8.9

1.2

100.0

.6

89.3

8.9

1.2

100.0

.6

89.9

98.8

100.0

57

8. Brand of respondents’ car

Brand of respondents’ car

Frequency

Percent

Valid

Percent

Cumulative

Percent

Toyota

Honda

Mazda

Nissan

Mitsubishi

Suzuki

Isuzu

Ford

Chevrolet

Benz

BMW

Mini Cooper

Audi

Peugeot

Volkswagen

Other (Please

specify)…….

Total

42

56

12

13

6

13

2

6

7

5

2

1

1

1

1

1

169

24.9

33.1

7.1

7.7

3.6

7.7

1.2

3.6

4.1

3.0

1.2

.6

.6

.6

.6

.6

100.0

24.9

33.1

7.1

7.7

3.6

7.7

1.2

3.6

4.1

3.0

1.2

.6

.6

.6

.6

.6

100.0

24.9

58.0

65.1

72.8

76.3

84.0

85.2

88.8

92.9

95.9

97.0

97.6

98.2

98.8

99.4

100.0

58

BIOGRAPHY

Name Ms. Pansiri Srisuaysakul

Date of Birth June 30, 1986

Educational Attainment

2007: Bachelor of Journalism and Mass

Communication

Documents

FACTORS AFFECTING CUSTOMER DECISIONS REGARDING …