ANALYZE THE REASONS FOR THE DECREASE IN SALES OF KW HOME COMPANY AND PROPOSE STRATEGIES TO INCREASE SALES

Abstract

The research aimed: 1) to analyze the reasons for the decrease in sales. 2) to propose strategies to increase sales. 3) to study various factors that affect the decision to use home building services. Researcher used questionnaire to collect quantitative data with customers of KW Home Company Limited, 400 people. The statistics used were frequency, percentage, mean, and multiple regression equation. The questionnaire was used as a qualitative tool with 5 executives and employees. The analysis was done using PESTEL Analysis, SWOT, and TOWS Matrix. The study results found that different personal factors, including age, occupation, and monthly income, had statistically significant effects on decision-making at the 0.05 level. Marketing mix factors, product, distribution channels and personnel have a statistically significant effect on decision making at the 0.05 level. The reasons for the decrease in sales from the analysis of PESTEL Analysis, SWOT and TOWS Matrix found that the company has strengths in reliability and products. The weaknesses are insufficient personnel. Obstacles found are government measures such as interest rate increases. The overall analysis found that Economic policies have a direct impact on house construction. Economically, customers are more careful with their money. Socially, people are more single. Technology is popular for smart homes. Environmental laws are a disaster. Strategies to increase sales include developing distribution channels, increasing house designs especially for singles, setting a variety of prices and promoting marketing.