Relationships between of Marketing Channel Effectiveness on Performance of Construction Materials Distribution in the Northeastern.

Abstract

This research objective was to examine the relationship between the marketing channel and the performance of construction materials industry in Northeastern Thailand. The research instrument used was questionnaires which were distributed to 123 entrepreneurs. Statistics used in analyzing the data were mean, Standard Deviation, t-test, F-test (ANOVA) multiple correlation analysis and multiple regression analysis. The results of the research were as follows: 1) The entrepreneurs’ opinion in construction material business in Northeastern Thailand in over all aspects was at a high level. If considering in each aspect, it was found that place utility and time utility were at a high level, where as marketing response and transportation efficiency were at a medium level; 2) The entrepreneurs’ opinion on construction material business performance was at a high level in all aspects (financial perspective, learning and growth perspective and internal process perspective); 3) The entrepreneurs’ opinion on the effectiveness of the marketing channel was different based on the amount of the employees and the time utility; 4) There was positive relationship between the opinions on the marketing channel in time utility aspect and the overall business performance.