Main Article Content
The study of “The decision to buy an iPhone of the people in the Bangkok has the objective of studying the difference on personal factor, the difference on marketing mix and the difference on behavioral factor with the influence on the decision to buy their iPhone in the Bangkok”. In this study is a quantitative research, using a questionnaire asking the consumers in the Bangkok metropolitan area numbering 400 people as the tool in collecting the data. The statistics used in the analysis are frequency distribution, percentage, means and t-test used in testing the difference between the mean values of the two groups, F-test, one-way ANOVA to test the difference of the mean value of the sampling groups with more than two groups and up, and the analysis is made by using Microsoft Excel. The results of the study found most of the sampling group were working male with the ages between 25-30 years old, having a bachelor’s degree, working for private companies and had the average monthly salary of 20,001- 35,000 baht. The personal factor on a different occupation had the influence on making the decision to choose the iPhone of the people in Bangkok metropolitan area. It included the behavioral factor on the influencing persons and the different objective on the purchase, and and version of iPhone had the influence on the decision to purchase the iPhone of the people in the Bangkok metropolitan area with the statistical significance at the 0.05 level.