FACTORS AFFECTING CUSTOMERS’ DECISION TO SELECT CONSTRUCTION MATERIAL STORES IN MUEANG RATCHABURI DISTRICT, RATCHABURI PROVINCE

Abstract

This research aim to study marketing mix that affects customers’ decision to select construction material stores in Mueang Ratchaburi district, Ratchaburi Province and compare opinions on marketing mix that affects decision to select construction material stores in Mueang Ratchaburi district, Ratchaburi Province classified by personal characteristics. The samples were 385 customers who used to buy construction material in construction material stores at Mueang Ratchaburi district. Accidental sampling method were applied in this study and questionnaire was used as a research tool for data collection. The statistics used for data analysis were frequency, percentage, mean, and standard deviation. Hypothesis investigation hired independent sample t-test and One-way ANOVA.

The research found that marketing mix elements that affect customers’ decision to select construction material stores in Mueang Ratchaburi district were overall rated in high level. The order from the mean is descending as follows: product, price, place, and promotion. In hypothesis testing, customers who selected construction material stores in Mueang Ratchaburi district with different levels of education and average monthly income had different decision to select construction material stores in Mueang Ratchaburi district at the statistically significant level as of 0.05.