แรงจูงใจในการใช้น้ำมันแก๊สโซฮอลล์ ของผู้ใชรถยนต์นั่งส่วนบุคคลในเขตจังหวัดสุราษฎร์ธานี

Abstract

This research had the objectives to study the behavior and motivation of private car users in choosing gasohol as the fuel. The study's random sample consisted of 396 private car users in Suratthani province, Thailand. Data were collected using questionnaires and analyzed using mean, percentage and standard deviation. The statistical tools used were Chi Square, t-test and F-test in cases where differences were found between groups. Scheffe' test was used to analyze differences in pairs of means. The study found that the majority of the respondents were females with average age 32, holding a bachelor degree, working in private companies, and having average monthly 34,144 Baht income. They owned dominantly Honda cars, on an average 5 years old, and possessed a high level of overall understanding about gasohol fuel. Fuel use behavior was shown to relate to the availability of suitable petrol choice for each car model, such as gasohol 95, and the respondents correctly and consistently used that suitable fuel type for their car model. They usually filled up the tanks on an average 4 times per month at the average cost of 727 baht a time. Further, the study sample showed brand confidence on the petrol stations, which was a factor in choosing the type of fuel. Most of the respondents visited PTT service stations. Motivation to use gasohol was largely shown to be high. With regard to each marketing mix factor, the results indicated strong motivation related to all the factors, with the highest scores for Place, Promotion, and Product respectively. Comparing differences in the motivation to use gasohol by personal factors, the study found that the genders significantly differed in Product, Place and overall marketing factors. Average income showed significance difference in Place. Car model choice showed significance difference in marketing factors affecting gasohol use related to Product. Other personal factors did not show any significant differences. The study found significant relationships between personal factors of private car users in Suratthani province and fuel use behavior. Looking at the knowledge and understanding of gasohol and fuel use behavior, the study only found significant relationships between knowledge and understanding of gasohol, and the choice of fuel. Lastly, the evaluation of motivation to use gasohol according to fuel use behavior revealed that the frequency of filling the tank per month showed significant dependence of motivation on only Promotion.