Consumer Behavior on Shopping for Home Interior Decoration Construction Material

Abstract

To study consumer behavior on shopping for interior construction materials from the general stores and leading construction material stores, such as Home Pro, Boontavorn, Thai Vatsadu, and SCG. in Bangkok area. The results from the study revealed that most of respondents were males, yielding 76 percent, age between 31-35 years old, yielding 33 percent, bachelor degree graduated, yielding 42 percent, worked for private industries, yielding 39 percent, and monthly income between 15,001-20,000 baht, yielding 39 percent. Consumer purchased for interior construction material from Home Pro, yielding 24 percent, and consumer purchased granito tiles, yielding 30 percent for the reason of prices, yielding 28 percent, self-decision, yielding 45 percent for the reason of decoration, yielding 40 percent, and frequency of buying construction material around twice per year. The overall picture of their opinions on marketing mix was at high level consisted of marketing promotion, distribution channel, prices, and products, respectively. The different personal factors, such as level of education and income affected consumer behavior on shopping for home interior decoration construction material at statistical significant 0.05. The factors of marketing mix influenced consumer satisfaction on shopping for home interior decoration construction material at high level which emphasized on the marketing mix factors, such as variety of assorted products, method of payment, store sign, well organized with beautiful displays, and marketing promotion. Therefore, marketing mix factors influenced consumer behavior on shopping for home Interior decoration construction material.