ความคาดหวังของผู้ผลิตชิ้นส่วนอิเลคทรอนิกส์ ในกลุ่มฮาร์ดดิสก์ไดร์ฟต่อผู้ผลิตเครื่องจักรอัตโนมัติ

Abstract

This independent study aimed to study the expectation of electronic parts manufacturer in hard disk drive group towards machine automation makers with respects to marketing mix and decision making of business organization. Data was gathered by conducting an in-depth interview with administrators, who engaged in decision making and got involved in procurement center of two significant companies in Thailand: A Co., Ltd., and B Co., Ltd. The findings on expectations towards marketing mix presented that the interviewees had significant expectation on product and price factors and hereafter were presented details of their expectations towards each factor. In product factor, the expectations were the needs of beautiful and strong machine automations in compatible size with operation stability. The product that they expected to have should be easy to maintain, work fast without any effect to quality of customer’s work, and have security system to prevent the product itself from user’s carelessness. It should come up with engineering documents and trainings provided upon delivery and designed to support with the latter capacity upgrade, with at least 1-year product warranty and with at least 5-year useful life of the main structure. Twenty four-hour after-sales service and arrangements of training workshops on how to operate and maintain the machine for related units were also expected to be offered. In price factor, the expectations were reasonable price comparing to its quality and preferable payback period as defined. In place factor, the expectations were variety of contact channels and to be able to make prompt contact. In promotion factor, the expectation was to have skillful and knowledgeable staff who could provide information and solutions to customers. The findings on decision making of business organization presented as follows. In the first stage or the stage of need recognition, it occurred with a need within a certain organization, where a problem was found in the production process. In the second stage or the stage of information search, the search of information on machine automation maker companies was conducted through the company’s database, websites, and word-of-mouth. In the third stage or the stage of alternative evaluation, the evaluation would be done under the criteria of proficiencies and experiences of each maker. In the fourth stage, factors influencing purchase decision included the qualities and capacities of the machine, the reasonability of price, and the payback period and all of which must be approved by every related units. In addition, the former distributed-trader and the familiarity with the one who had purchase authority influenced the purchase decision.