Marketing Mix Factors Affecting the Decision to Purchase Plywood at Lanmai Suwinthawong Co., Ltd

Abstract

          This research article's objectives were: 1) to study marketing mix factors in purchasing plywood at Lanmai Suwinthawong Co., Ltd. 2) to study the decision to purchase the plywood from the company. 3) to compare the decision to purchase the plywood at the company, classified by information on establishments; and 4) to study the marketing mix factors affecting the decision to purchase the plywood at the company. A sample group consisted of 200 establishments. A questionnaire was a research tool. Statistical instruments for the data analysis included percentages, averages, and hypothesis testing, such as t-tests, F-tests (one-way ANOVA), Pearson Product Moment Correlation, and multiple regression analyses.

           The research results showed the following. 1) The level of importance of the marketing mix factors in purchasing the plywood at Lanmai Suwinthawong Co., Ltd. had the overall picture significant. 2) The level of a purchase decision found the overall picture essential. 3) Comparing the purchase decision to purchase plywood at the company classified by the information on different establishments had various effects on the purchase decision Finally, 4) the marketing mix factors affecting the purchase decision were: products, prices, and distribution channels, and sales promotion