ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในอำเภอแม่สอด จังหวัดตาก ต่อการซื้อคอนกรีตมวลเบา

Abstract

The objective of this independent research is to study the effect of marketing mix affecting Consumer in Mae Sot district Tak province towards purchasing Aerated Autoclaved Concrete. The data were collected from the general population who had the history of purchasing or were about to purchase Aerated Autoclaved Concrete in the past year and were not contractors in the city. Two hundred subjects were included in this study and the data were collected using a form of survey at convenience. The analysis was performed using descriptive statistics, which includes frequency, percentage, and mean. The study found that most people who filled in the survey were males aged between 41-50. Most of them were government officers and workers with the monthly income of 20,001-30,000 baht. The nature of purchasing was unspecific type the reason for their purchase was it was worth the money for the overall construction and definite themselves as the reasonable From the study of marketing mix factors that affected the purchase decision in Mae Sot, Take found that factors such as the product and the price at the high level. However, the place and the promotion ranked at medium level. The sub-factor that respondents gave highest priority to for each marketing mix factor were, the product in terms of the standardized and homogenous size of Aerated Autoclaved Concrete; the price in terms of worthiness and quality; the place in terms of adequate stock to meet the demand; and promotion in terms of courteous and welcoming salespersons The results of Independent-Sample t-test and One-Way ANOVA revealed that: The consumers of different age have a different marketing mix in term of price and place, but not of product and promotion The consumers of different job have no different marketing mix in term of price, place product and promotion The consumers of different the nature of purchasing have no different marketing mix in term of price, place product and promotion