EFFECT OF MARKETING MIX (4Ps) ON THE INTENTION TO PURCHASE OF AIR CONDITIONING IN MILLENNIAL

Abstract

Air conditioning is an essential home appliance in every household in mass market segmentation. They are many brands in the Thai market. This Research aims to study the crucial factor that can draw an intention to purchase air conditioning in Millennials. This Research provides the answer to the factors that are impactful to the intention to purchase air conditioning with a particular framework which in this Research will apply to the Marketing Mix (4Ps). The research result shows a significant relationship between 4 elements of the Marketing Mix, which are product, price, place, and promotion, and the intention to purchase air conditioning. The research information can help to understand Millennial consumers' perception of air conditioning and implement the product to suit this target group which will become the mainstream purchase power in Thailand.