Marketing Mix Factors Affecting the Choosing Decision of Factory Extension Contractor Company in Bangkok

Abstract

          The objectives of this research were to study 1) the marketing mix factors for choosing the factory extension contractor company, 2) the decision to choose the factory extension contractor company,  3) the decision comparison on the factory extension contractor company classified by the establishment information, 4) the relationship between the marketing mix factors and the  decision to choose the factory extension contractor company, and 5) the marketing mix factors affecting the decision to choose the factory extension contractor company in Bangkok from a sample of 400 respondents. The research instrument was a questionnaire. Data were analyzed using descriptive statistics including percentage, mean, inferential statistics of t-test and F-Test (One-way ANOVA), Pearson’s product-moment correlations, and multiple regression analysis.

            The results found that most of the respondents were limited companies with less than 11 years of establishment, the number of employments was less than 51 people, 1 to 5 million baht of the registered capital, 1 to 3 million baht of the value of the factory extension per year, and the decision maker over the purchasing decision was the company owner. Overall, the average marketing mix factors for choosing the factory extension contractor company and the decision to choose the factory extension contractor were at a high level and moderate level respectively. The results of hypothesis testing showed that different establishment information and decision makers over the purchasing decision resulted in the different decision to choose the factory extension contractor company in Bangkok and the difference in establishment age,  employments, the registered capital, and the value of the factory extension per year did not result in the decision to choose the factory extension contractor company in Bangkok. The marketing mix factors were highly correlated with the decision to choose the factory extension contractor company in the same direction. Marketing mix factors in distribution channel, marketing promotion, physical appearance, and presentation influenced the decision to choose the factory extension contractor company with the .05 level of statistical significance.

            Recommendations from the research results were as follows; 1) construction contractors should focus on increasing communication channels with customers and responding the questions promptly to them, 2) construction contractors should choose a location that is convenient for transportation with enough parking spaces and clearly labeled signs, 3) construction contractors should advertise and publicize through various media such as websites or social media platforms, 4) construction contractors should have an after-sales warranty such as periodic follow-up of work after construction 1-2 times a year or a crack guarantee to impress the employer, and 5) construction contractors should serve customers by providing equipment, tools, and modern technology machines to entrust the clients