การปรับตัวเพื่อการแข่งขันของร้านค้าปลีกวัสดุก่อสร้างแบบดั้งเดิมขนาดเล็กและขนาดกลางในจังหวัดลำพูนต่อธุรกิจค้าปลีกวัสดุก่อสร้างสมัยใหม่

Abstract

This independent study aimed to explore customer satisfaction towards marketing mix of Aukkharaphan Phanit. Questionnaires were used as the tool to collect data. Data obtained were analyzed by the descriptive statistics, including frequency, percentage, and means. The findings presented that most respondents were female in the age of 15-18 years old and earned monthly income at lower than 5,000 Baht. Their education background was undergraduate level. Presently they were students. Products that they purchased were A4 paper, cover paper, lined paper, and bond paper. In each purchase, the estimated expense for stationaries was 100-300 Baht. They learned about the Aukkharaphan Phanit from friends, relatives, and acquaintance. They rarely took services from the studied store on uncertain day during 9.01-11.00 hrs. Person who owned authority in purchasing stationaries was the respondents themselves. Reason of purchasing stationaries from the Aukkharaphan Phanit was product varieties. According to the study, the respondents satisfied with the overall marketing mix of Aukkharaphan Phanit at high level. Their satisfaction was respectively given to the marketing mix factors namely place, price, product, and promotion in descending order, with the details as follows. In an overview, the respondents satisfied with the product factor of Aukkharaphan Phanit at high level. The top satisfaction was to have all products as needed and the last satisfaction was the beauty of product and its package. In an overview, the respondents satisfied with the price factor of Aukkharaphan Phanit at high level. The top satisfaction was the variable product pricing: high, medium, and low product prices and the last satisfaction was the negotiable price for large order. In an overview, the respondents satisfied with the place factor of Aukkharaphan Phanit at high level. The top satisfaction was the location where was easy to find and the last satisfaction was the ease and convenience to make a contact via phone. In an overview, the respondents satisfied with the promotion factor of Aukkharaphan Phanit at high level. The top satisfaction was the staff, who was knowledgeable on a certain type of product and could introduce products to customers and the last satisfaction was the attractive events on special festival such as back-to-school season.