MARKETING MIX FACTORS THAT AFFECT THE DECISION TO USE A METAL FABRICATION FACTORY ACCORDING TO CUSTOMER ORDERS

Abstract

The purpose of this research is to study 1) Marketing mix factors in using a metal fabrication factory service, 2) The level of the customer decision-making to use the services of a metal fabrication factory, 3) Compare the decision to use the service of a metal fabrication according to the establishment's information, and 4) Marketing mix factors that affect the decision to use the service of the metal fabrication factory. A sample of 60 establishments was selected using a questionnaire as a research tool. Statistics used in data analysis include percentages, averages, t-tests, F-tests (one-way ANOVA), and multiple regression analysis. The study found that most respondents were in the food industry. The establishment is more than ten years old. Number of employees is less than 50 times. The registered capital and purchase value per year. 1,000,000 - 5,000,000 baht. It is the decision-making of the business owners. The overall picture marketing mix factors and the decision to use services are high. The difference in type of establishment in terms of the period of establishment, number of employees, registered capital, annual purchase value, and people who made the decision does not affect the decision to use services. The marketing mix factors such as marketing promotion, the business process aspect, and the physical element have a statistically significant influence at the 0.05 level. Suggestions from the study result: Entrepreneurs should prioritize producing metal workpieces precisely as ordered. There is a variety in production. Set product prices to be appropriate. There are various contact channels. The office location is convenient for travel. Public relations advertising is available through multiple media outlets. Recruit personnel with knowledge and ability. There should be a systematic work acceptance process.