การตัดสินใจของผู้รับเหมาก่อสร้างที่อยู่อาศัยในอําเภอเมือง เชียงใหม่ในการเลือกชุดฝักบัวอาบน้ำโดยใช้กระบวนการตัดสินใจแบบวิเคราะห์ลําดับชั้น

Abstract

This study aims to investigate decision making on sanitary shower purchase by local building contractors in Muang, Chiang Mai. The data was collected in form of questionnaire judgment, and 10 local building contractors in Chiang Mai were the participants of this study. Four brands of sanitary were which are Cotto, American Standard, Kohler, and Ratee Stone were compared in terms of Marketing Mix: product, price place and promotion to fine out for contractors needs. Analytic Hierarchy Process was used as a tool to analyze this collected data. As a result of the study, it is revealed that price, promotion, product, and place are the main factors that affect contractors on decision making in 41%, 35%, 18%, and 6% respectively. The second important feature of each marketing mix are competitive price (19%), discount (24%), durability (9%), and reliable transportation (3%). In terms of branding, Ratee Stone gains the most value of importance by the contractors at 28.90%. Cotto is the brand which gains the second most important value at 29%. American Standard and Kohler are the two brands that gain the least important value at 26.50% and 14.71% in turn.