The Influence of Marketing Communication Channel and Consumer Perception on Honda Car Buying Behavior

Abstract

This study included the following objectives: 1) to study the demographic characteristics that influenced the consumer buying behavior for Honda cars, 2) to examine the consumer perception that influenced a decision to choose Honda cars, and 3) to investigate the marketing communication channel that had a decisive influence towards consumer buying behavior for Honda cars. The 400 customers who reserved Honda cars or signed contract of sale with the Honda car dealers at the showrooms in Bangkok were selected as a sample. This quantitative research was conducted by survey, distribution of questionnaire for data collection, data analysis using percentage, mean, and standard deviation, and statistical hypothesis testing: T-test, F-test, and correlation analysis. Five appointed professionals had assessed the Index of Item - Objective Congruence (IOC) and the result of content validity for every item in the questionnaire was interpreted at 0.94 level with the reliability test result of the questionnaire at 0.9667 level.