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Abstract
The objective of this research was to study credit card usage behavior and marketing mix that affected
credit card usage. The study group consists of sixty lecturers by specific random sampling in Silpakorn university
Petchburi IT campus who used credit card had been studied by questionaire during 20th May to 20th June 2010.
The results indicated that the majority of respondents were female. Most of them were lecturers in Management
science faculty and 5-10 years experience in this field with around average 31-35 years old. Also, most of them
were single and graduated in master degree. The average income 32,349 Bath and average expense 21,300 Baht
per month. Most of them had only 1 credit card and used 3-4 times per month. The credit card had been approved
by the general commercial bank where was city bank. The another credit card that hold by respondents was KTC
which hadn’t been approve by the general commercial bank because of it was convenience. Most of product types
that paid by credit card were consumer products. They received news and information update from sellers. The
result also showed the average expense per month at 9,900 Baht. In the mean time, all marketing mix factors
affecting the credit card usage in high level. In addition, to comparison the difference of the marketing mix of
those respondents by demography, it found that the product and price factor would be different when the status
were different at 0.05 of significant value level.
Keywords : Credit card, Marketing mix, Behavior
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