ส่วนประสมการตลาดที่มีผลต่อการตัดสินใจของผู้บริโภคในการซื้อเฟอร์นิเจอร์ไม้สักในอำเภอสูงเม่น จังหวัดแพร่

Abstract

The Purpose of this study is to investigate “Marketing Mix Affecting Consumer Decisions Towards Purchasing Teak Furniture in Amphoe Sung Men, Phrae Province”. Data was collected through a questionnaire from a sample group of 400 consumers who visited furniture stores in Sung Men District. The sample was selected through convenience sampling from various teak furniture stores located in various sub-districts of Sung Men District. The data was analyzed using descriptive statistics, including frequency, percentage, and mean, as well as inferential statistics to analyze differences in marketing mix factors affecting teak furniture purchase decisions, employing One-Way ANOVA for testing differences and Scheffe's method for pairwise comparisons. The study found that most respondents were female, aged 40-49, married, had a bachelor's degree, worked as government officials or state enterprise employees, had a monthly income of 20,001 – 30,000 baht, and had 3 - 4 family members. They primarily purchased teak bed furniture and preferred modern designs with matching sets. They chose stores based on recommendations from friends or acquaintances and made purchases to decorate their homes. The influence of purchasing decisions was primarily their own, with decision-making taking more than 1-2 weeks and the most recent purchase variations occurring more than 6 months ago, with total expenses around 30,000 baht. Reasons for purchase included attractive design and payment by cash transfer. The marketing mix factors significantly affected consumer decisions in Sung Men District, with the most influential factor being product attributes, followed by price, place, and promotion. Regarding the product factor, the top three sub-factors with the highest average scores are product durability, quality of teak furniture (e.g., wood texture and strength), and overall product standards. Regarding the price factor, the top three sub-factors are the availability of various price levels based on wood grade and type of furniture, reasonable prices relative to the quality of the teak furniture, and the ability to negotiate prices. Regarding the place factor, the top three sub-factors are sufficient parking space, clearly visible store locations, and proximity to communities for convenient purchasing. Regarding the promotion factor, the top three sub-factors are promotional activities such as discounts during special days or festivals from both on-site and online channels, free delivery for purchases meeting a set amount, and clear product information provided by sales staff. The test results show differences in the impact of marketing mix factors on consumer decisions based on age groups. Specifically, factors related to product, price, and place do not significantly differ across age groups, but there is a difference in the promotion aspect. Additionally, respondents with different average monthly incomes exhibit variation in the impact of marketing mix factors related to product, price, place, and promotion, with no significant difference in the distribution aspect. However, there are differences in the price and promotion aspects. Lastly, respondents with varying total expenditures on recent teak wood furniture purchases show differences in the impact of marketing mix factors related to product and distribution, but not in price and promotion.