Behaviors of outdoor advertising selections : case study of Plan B Media public company limited’s customers

Abstract

Research Objectives were the followings; firstly, to study Behaviors of outdoor advertising selections directly from Plan B Media Public Company Limited’s customers, Secondly, to study levels of Marketing Mix influencing to those who bought outdoor advertisings from Plan B Media Public Company Limited. Thirdly, to study business data differences affecting to Behaviors of outdoor advertising selections from Plan B Media Public Company Limited’s customers. The research was conducted by using questionnaires for data collection and analyzed it by the use of percentages, means, and standard deviations, one-way ANOVA (F-test) and multiple regressions. Study found that, on the whole, levels of customers’ opinion toward marketing mix were high. In considering to each Marketing Mix, the most three things were found as high level comprising; processes, marketing promotion and price, correspondingly. Behaviors of outdoor advertising selections were also found at the same. When Hypothesis was tested, we found that these factors comprising Product, Price, Marketing Promotion and Behaviors of outdoor advertising selections had a linear - relation statistically at the level of 0.05 (F = 15.546, p = 0.00). Besides, its Multiple Correlation Coefficient was equal to 0.601 which means that the predictive factors cohesively forecasted behaviors of outdoor advertising selections directly from Plan B Media PCL.’s customers and shown at 33.80 percentage (R2adj = 0.338). In addition, each different business data had an influence to behaviors of outdoor advertising selections from this company in the same way.