Abstract: The objective of this research was to study the factors
related to the satisfaction of consumers who purchased a Toyota
SUV Fortuner. This paper was a survey data which collected 400
samples from 65 car dealerships. The survey was conducted mainly
in Bangkok, Thailand. The statistics utilized in this paper included
percentage, mean, standard deviation and Pearson Product-Moment.
The findings revealed that the majority of respondent were male with
an undergraduate degree, married and live together. The average
income of the respondents was between 20,001 - 30,000 baht. Most
of them worked for private companies. Most of them had a family
with the average of 4 members. The hypotheses testing revealed that
the factors of marketing mix in terms of product (ability, gas
mileage, and safety) were related to overall satisfaction at the
medium level. However, the findings also revealed that the factors of
marketing mix in terms of product (image), price, and promotion, and
service center were related to the overall satisfaction at the low level.