การตัดสินใจซื้อเครื่องมือวัดทางวิศวกรรมเพื่อการวิเคราะห์และทดสอบวัสดุ : กรณีศึกษา บริษัท รีเสิร์ช อิควิปเมนต์ จำกัด

Abstract

This independent study aimed to examine; 1) personal factors affecting decision-making process in purchasing the engineering instruments in order to analyze and test materials, and 2) marketing mix factors influencing this decision-making. Simple random sampling method was done in choosing the 163 customers of Research Equipment Co., LTD to whom the questionnaires were administered.  Data were then analyzed by descriptive statistics including frequency, percentage, mean, and standard deviation; and inferential statistics including Independent Samples t-test, One-way ANOVA, Least Significant Difference and Multiple Linear Regression, at significant level of 0.05.

            The results indicated that most respondents were male employees aged 41-50 years old with bachelor degree or lower and had engineering instruments-related experience between 5-10 years. The marketing mix factors that included people had the highest influence followed by product, process, physical evidence and presentation, promotion, price, and place which had a high influence. With regard to decision-making process, need awareness, purchase decision, information search, evaluation of alternatives, post-purchase behavior all generated a high influence mark.

            The hypothesis testing revealed that gender played a role in decision-making process; age influenced the aspect of information search and post-purchase behavior; education had effect on need awareness and more importantly, experience affected the purchase decision. In relation to the marketing mix factors, people, process, and physical evidence had effect on overall decision-making process in purchasing the engineering instruments.