ส่วนประสมการตลาดที่มีผลต่อผู้ซื้อในการซื้อสินค้าจาก บริษัท ตั้งหง่วงเซ้ง ไทยโฮมมาร์ท จำกัด อำเภอแม่ริม จังหวัดเชียงใหม่

Abstract

This independent study aimed to examine marketing mix factors affecting buyers towards purchasing products from Tang Nuang Seng Thai Home Mart Company Limited, Amphoe Mae Rim, Changwat Chiang Mai. Data was gathered by questionnaires distributed, according to the convenient sampling method, to 323 samples. Data obtained were, then, analyzed by the descriptive statistics i.e. frequency, percentage, mean, and standard deviation. Summary of the study was presented as follows. The findings demonstrated that the majority of respondents were male in the age between 31-40 years old. They purchased products at the studied company at the frequency of over 2 times per month and paid for the products in cash. Respondents in the group of general buyers were self- employed, agriculturalist, and employee, who earned monthly income at the average amount of 10,000- 30,000 Baht. The respondents in this group mostly purchased products in construction materials category for repairing purpose and spent 1,001-5,000 Baht in each purchase. Respondents in the group of retailers/wholesalers/contractors were contractor, owner/shareholder of a company of which investment fund was lower than 1,000,000 Baht. The respondents in this group mostly spent not over than 5,000 Baht for products in categories of electrical appliances, water appliances, and construction materials at the frequency of over 10 times per year. Both groups of respondents selected to purchase products at the studied company because of its convenient location: to be located near their residence and workplace, and knew about the studied company from acquaintance's suggestion. Results of the study on marketing mix affecting buyers towards purchasing products from Tang Nguang Seng Thai Home Mart Company Limited, Mae Rim district, Chiang Mai province revealed that marketing mix factors that affected the buyers at high level were product, price, people, process, and place, respectively. In the meanwhile, marketing mix factors that affected the buyers at moderate level were promotion and physical evidence, respectively. In each marketing mix factor, the sub-element that could affect the buyers towards purchasing products from the studied company at the highest level was presented as follows. In product factor, it was the good quality of product. In price factor, it was the reasonable price comparing to its quality. In place factor, it was the convenient and accessible location. In people factor, it was the polite and friendly staff with pleasant service mind. In process factor, it was accuracy in cahier process. In promotion factor, it was the availability of product assurance. In physical evidence factor, it was the clear direction symbols. Regarding the test on differences in rating level of importance to marketing mix factors between different groups of buyers (general buyers and retailer/ wholesaler/ contractor), the results revealed that the rating for product, price, and promotion factors that both groups made were indifferent. The different rating was, however, found in place, people, process, and physical evidence factors. The majority of respondents indicated that they satisfied with overall services of the studied company at high level and would like to re-purchase products from this studied company in the future. They would also recommend this company to others.