ทัศนคติของผู้ประกอบการธุรกิจก่อสร้างในจังหวัดเชียงใหม่ต่อกระเบื้องหลังคาชิงเกิ้ลรูฟ

Abstract

In the study on attitude of construction entrepreneurs in Chiang Mai province towards shingles roof tiles, data were gathered by using questionnaires distributed to 200 construction entrepreneurs in Chiang Mai, who knew about the roof shingles, including owners of housing estate, housing contractors, architects, engineers, and building material dealers. Data obtained were, then, analyzed by the descriptive statistics: frequency and mean values. Hereafter were presented the results of this study. The findings revealed that most respondents were housing contractors. They knew about the roof shingles; but had never bought them. Most of them were male in the age between 20-40 years old. They graduated in Bachelor’s degree and had been working in construction field for 6-10 years. Most of their businesses were registered as company limited with the authorized capital of 1-5 million Baht and had been operated for 6-10 years. They mostly bought building materials from local building materials shops and type of roofing materials that they mostly bought was tiles. Their buying decision on roof materials was based upon types and qualifications of roofing materials. The results presented that most respondents knew that what materials were roof shingles made of; width and length of roof shingles could be consistently fixed; there were 5 different colors of roof shingles i.e. black, gray, brown, red, and green; roof shingles were able to be bent in different patterns; roof shingles were imported product; roof shingles were sold not only at the large building material stores; and roof shingles could be installed easily and prevent leaks effectively. However, they were uncertain on price per square meter of roof shingles and the 20-30 year quality warranty, especially on color fading. Regarding the behavior study, which divided the respondents into 2 groups: a group of those who used to buy roof shingles and a group of those who had never bought them, the results demonstrated that most of those who used to buy the roof shingles got the product information from an advice of sale person, which was regarded as source of information affecting their buying decision at the most. Reasons of their purchase was referred to qualifications and beauty of the studied product. The majority of those who used to buy the roof shingles agreed to keep buying them with the key reason that qualifications of the roof shingles were better than the old types of tiles. In contrast, those who would not buy them anymore felt that its qualifications were lower than their expectation. For those who had never bought the roof shingles, the finding revealed that they inquired of product information from those who used to buy them for their buying decision. They mentioned that the ease of installation was the significant reason affecting their buying decision. Like those who used to buy the studied product but would not buy them anymore, the respondents in the group of those who never bought the roof shingles mentioned that they would not be interested in buying them due to its qualification that were lower than their expectation. Regarding the study on opinion levels on marketing mix affecting attitudes of construction entrepreneurs in Chiang Mai towards roof shingles, the results presented that in an overall view, their opinion levels on marketing mix were rated at high level. The marketing mix affecting their buying decision at the highest level was promotion factor; followed by place, product, and price factors, respectively. According to an analysis on the relationship between personal factors and marketing mix factors affecting attitudes of the two different groups of respondents: a group of those who used to buy the roof shingles and a group of those who had never bought them, the results were presented as follows. For a group of those used to buy the roof shingles, they rated their concerns on unique surface of the studied products; availability of payment on credit terms; various contact channels such as telephone, LINE, and email; and friendly and polite services of the sales persons. For a group of those who had never bought the studied product, they rated their concerns on UV-protection qualification of the product; availability of payment on credit terms; attractive and neat arrangement of product display at the certain stores; and offer of discount promotion.