ภาพลักษณ์ของร้านวัสดุก่อสร้างแบบดั้งเดิมในสายตาลูกค้าในภาคตะวันออกเฉียงเหนือ

Abstract

This independent study aimed at exploring the customer-based corporate image of traditional construction material stores in northeastern region and differentiation of attitude toward the image of traditional construction material stores between end user and contractor. Samples of this study were specified to 420 customers in total, which were divided into a group of 336 end user and a group of 84 contractor who lived and worked in northeastern provinces such as Khonkaen Nakhonratchasima Udonthani Mukdahan Nongkhai and Ubonratchathani. Questionnaires were used as the tool to collect data. The findings showed that the respondents were male, in age of 21 – 30 years old, married, with Bachelor’s degree. Most of them were private company employee with average monthly allowance at the amount of 10,001-30,000 baht. And their place of origin or current residence were in Khonkaen Nakhonratchasima Udonthani Mukdahan Nongkhai and Ubonratchathani within equally. The respondents ever know heard or bought. The last quarter which bought less than 1 time per month, the main object for used and bought roof tiles and installation equipment sector. The most of them bought from 1,001 to 5,000 baht and paid by cash. They were bought from Home Pro modern construction material store. And the reason that most of them bought from traditional construction material store because their closely and friendly with the owner of traditional construction material store. The results of the study on the customer-based corporate image of traditional construction material stores in Northeastern Region For advertising image, the respondents perceived at a highest level were the advertised by radio, while the advertised by newspaper, magazine or brochure were at a high level. For public relation image, the respondents perceived at a low level were the circulated product news by Social Media such as Facebook, E-Mail, Line Application, Website, while the shop owner had interview by special topic and magazine were at a lowest level. For personal contact image, the respondents perceived at a highest level were the customer attention staff and the polite staff, respectively. For sale promotion image, the respondents perceived at a high level were giving sales promotion such as discounts and premiums within season, while the campaigning for promote the prize were at a moderate level. For business identity image, the respondents perceived at a high level were the event which continuously consumer can be happy, smile and impress, the characteristic which appropriated with the job and the shop image and the shop honor be well known, respectively.