Marketing Factors Influencing Consumer Buying Decision of Tiles and Sanitary in Kabinburi District Prachinburi Province

  • สุรพงษ์ กัลยา
  • รุ่งฤดี รัตนวิไล
Keywords: Marketing Mix, Consumer Buying

Abstract

This research studies the complement of marketing factors which affect an increase in tiles and sanitary wares sales, consumer buying behavior, and consumer selection problems and obstacles. The researcher collected data from 400 sample survey questionnaires of the people in the Kabinburi District, Prachinburi. For sample survey, the Accidental Sampling Method was used according to researcher specification. The majority of respondents were males at, 234 people who age 21-30 years, with bachelor’s degree, work as freelancers and company employees, and have salary paid at average 10,001 to 20,000 baht. The research has shown that the most important complement of marketing mix influencing on customer‘s selection is the Product. The second most major factor is the Price. Distribution channel is the third importance factor. The last factor is the Promotion. This shows that consumers prefer a quality and long life product at a reasonable price. In the research of Problems and Obstacles that influence on consumer selection, resulted that the most significant problem is the Price is not reasonable to Quality, The second importance problems is the products are easily damaged. The third issue is the Sales Promotion which is unmotivated. The last rating problem is the Distribution Channels which is not convenient to delivery.

Published
2013-12-30
How to Cite
กัลยาส., & รัตนวิไลร. (2013). Marketing Factors Influencing Consumer Buying Decision of Tiles and Sanitary in Kabinburi District Prachinburi Province. Business Review Journal, 5(2). Retrieved from https://www.tci-thaijo.org/index.php/bahcuojs/article/view/147099
Section
Research Articles