Changing Service Structure of Traditional Construction Material Stores to Meet Consumer’s Expectation

Abstract

This research aimed to study Changing service structure of traditional construction material store to meet consumer’s expectation. The samples used in this study were consumers who buy construction materials at traditional trade in Bangkok as 400 people which were divided into two groups of consumers according to consumer characteristics was contractor 200 persons and consumers who a host 200 persons by questionnaire for data collection and analysis by statistics includes the mean, standard deviation, percent, T-Test, F-Test, Chi-Square, Two-Sample t-test (Two-Tailed test) and multiple comparisons by Least significant difference at 0.05 significant level. The results showed that most of majorities were male 84.5 percent, aged between 36-45 years 39.5 percent, the average income per month between 15,000 to 30,000 baht 31.8 percent, and graduate level below bachelor degree 46.8 percent. They had a behavior for buying hardware goods 43.5 percent by their own decision 60.5 percent and wrote the item to supply 44.8 percent, chose only no brand goods 79.0 percent, which considered the place for buying from a store near construction site 57.5 percent, the time for buying during weekdays (Monday-Friday) 72.5 percent by the period between 07:00 a.m. to 10:00 a.m. 39.8 percent, the amount of purchase less than 5,000 baht 31.0, purchase as need to use 61.5 percent. The consumers expected of retailer’s traditional trade before and after the service as high level at 4.08 and 3.91 respectively. The hypothesis testing results showed that the demographic factor correlation with buying behavior factor by the consumers expect for service from traditional trade. The product was expected by the consumers as the highest level and less than that was place, people, process, physical evidence, price and promotion respectively. The consumers’ expectation was on product and standard.