กระบวนการตัดสินใจของลูกค้าอุตสาหกรรมหลอม อลูมิเนียมในการซื้อคอนกรีตทนไฟ

Abstract

This study aimed to study the decision making process of aluminum smelting industry customers towards purchasing refractory castable. Data were collected from 56 Managing Directors or Directors of Melting Department or Procurement Managers who had authority in purchasing the castable from aluminum fusion companies that were members of Thai Foundry Association. The findings presented that the respondents who had authority in purchasing the castable were mostly Procurement Manager, whose experience in purchasing the castable for aluminum fushion works were longer than 6 years. The principal aluminum fusion method that they mostly applied was the High Pressure Die Casting. The castable that they used must be abiding at the temperature range of 701-1,000 ๐C. They purchased the castable from both domestic and international companies. In each time of purchase, they spent more than 30,001 Baht in average, with the frequency of once in a month. The procurement of castable was usually done with 2 companies. They searched for castable information from industrial products websites. The results of the study on decision making process towards castable procurement for aluminum fusion works presented that the respondents averagely ranked their opinions on decision making process towards the castable procurement for aluminum fusion works at Agree level. The top sub-factors of decision making process that the respondents rated their opinions on at the highest level were shown hereafter. In the stage of defining the problem, the top opinion was to purchase castable when the melted aluminum crucible was repaired or built. In the stage of identifying quality and need of product, the top opinion was to ask opinions from workers of Melting Department to define product qualifications as needed. In the stage of defining product qualifications, the top opinion was to consider the useful life of product. In the stage of searching for seller, the top opinion was to search list of sellers from Search Engine. In the stage of persuading seller to offer for sale, the top opinion was to request for price quotations of castable products from more than 1 agent. In the stage of selecting seller, the top opinion was to consider the sellers who offered product quality guarantee. In the stage of identifying order specifications, the top opinion was to consider an adequate quantity of products to its use. In the stage of reviewing orders or evaluating at the post-purchase, the top opinion was to inquire users, including engineers from Production and Melting Departments in order to evaluate qualifications of the product.