Service Marketing Mix Factors Influencing Purchasing Decisions at a Construction Materials Department Store in Nonthaburi Province
Keywords:
Service Marketing Mix Factor, Purchase Decisions, Building Materials StoreAbstract
This research aimed to 1) study the level of opinions regarding marketing mix factors and the decision to purchase products at a construction materials department store in Nonthaburi Province, and 2) to examine the influence of the service marketing mix (7Ps) on purchasing decisions at the store. The sample group for this study consisted of 385 customers of the construction materials department store, determined using W.G. Cochran’s sample size formula with a 95% confidence level. A systematic random sampling method was employed, and data were collected using a questionnaire. Data analysis employed descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, specifically multiple regression analysis, to test the research hypotheses.
Research findings revealed that respondents expressed a high level of agreement regarding the 7Ps of service marketing mix and their decision to purchase products at a construction materials department store. Based on the research hypothesis, certain elements of the marketing mix, namely, price, promotion, and people, were found to have a statistically significant influence on consumers' purchasing decisions at a construction materials department store in Nonthaburi Province, at the 0.05 level of significance. These factors collectively accounted for 67.00% of the variance in purchasing decisions.
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