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Abstract

This independent research aims to study the marketing mix that affects customers in purchasing construction materials from construction material stores in Doi Tao District, Chiang Mai Province. The sample group used for the study is the retail customer group, which includes 384 small customers who chose to buy products for their own use. Data analysis uses descriptive statistics, including frequency, percentage, and average. The analysis of data is on factors affecting the decision to purchase construction materials from customers who responded to the questionnaire. It uses statistical values which are distributions in the form of means (Means), to study the market factors that affect behavior on purchasing construction materials from construction material stores in Doi Tao District, Chiang Mai Province. The results of the study were found that the type of customer who uses construction material products directly (Business to Customer), and purchases from construction material stores in Doi Tao District, Chiang Mai Province, the number is 384 cases. It was found that most respondents are 36-45 years old with marital status. They are mostly farmers, and most have an associate's degree level of education. The average monthly income of the household is 15,001-20,000 baht and the reason for purchasing construction materials is the need of expanding their living spaces. Most of the respondents do not have their own favorite store and mostly compare the prices of each store when choosing services. Most respondents said that the shop where they buy the construction materials is Rattanaphan, with 3-5 years of experience in buying construction materials. They know the stores that buy construction materials mostly from friends or acquaintances. The media that makes the awareness of the construction material store which they purchase is public sign. The reason for choosing the construction material store you purchase the most is distance from home/workplace. The type of construction material that the respondents purchased the most was faucets. The average cost of purchasing construction material each time was 1,000 - 5,000 baht. Respondents' first priority was distribution channel factors, followed by product factors, marketing promotion factors, and price factors, respectively. For product factors, the respondents gave a priority to the decision on choosing a construction materials store. Overall, the average level is at a high level. The first three important sub-factors with averages at a high level are: the quality of the products is up to standard, followed by products with recognized and well-known brands such as SCG, SANWA, MARKITA and Elephant Brand, and the store has a wide variety of products to choose. For price factor, the respondents gave importance to the decision on choosing a construction materials store. Overall, the average level is at a high level. The first three important sub-factors with averages at a high level are: having a price that can be negotiated, followed by price tags and credit card payments. Furthermore, the distribution channel factors, the respondents gave importance to the decision on choosing a construction materials store. The overall average level is at a high level. The top three important sub-factors with averages at a high level are: the store area is spacious, followed by convenient and adequate parking. Moreover, there is a service to deliver products to the place by using marketing promotion factors. The respondents gave importance to the decision to choose a construction materials store. Overall, the average level is at a high level. The first three important sub-factors with averages were at a high level. There are the adequate of service staff, customers who are members will receive special services and conditions, and conditions for receiving/returning products. Keywords: marketing mix affecting customers in purchasing construction materials from construction material stores in Doi Tao district, Chiang Mai province