Buying Behavior of Employees in Toyota Tsusho Forklift (Thailand) Company Limited for Personal Cars

The goals of this study are to determine consumer behavior and marketing mix on selecting an automobile. The samplings were 220 employees at Toyota Tuso Forklift Co., Ltd., Thailand by using a check list and rating scale questionnaire as a tool. Statistical application used for this study were percentage, mean, standard deviation, Chi-Square, and regression analysis. The basis of the results of this study, it can be concluded that most of the respondents were males, age between 31-45 years old, single marriage status, bachelor degree graduated or equivalent, monthly income more than 20,000 baht, selected an appropriated automobile, price over 700,000 baht by leasing, family influent in selection decision, marketing mix were the most important factor in selecting an automobile, and service after sale, respectively. The hypothesis testing indicated that personal different would not affect consumer behavior and marketing mix on selecting an automobile. However, factors of marketing mix, post purchased, well automobile designed, durable, dependable, and reputable brand names effected consumer behavior and marketing mix on selecting an automobile at statistic significant 0.05 level. Recommendations from this study were that automakers should design automobile with elegant style, safety standard, energy saver, environment friendly, post purchase or service after sale, and variety of designs and models to appeal to consumer.