FACTORS OF AFFECTING TO PURCHACE DECISION SCG CEMENT OF SURASIT CONSTRUCTION MATERIL TRADE DISTRUTE. IN THE NOETHERN REGION

Abstract

The objective of this research is to study factors affecting the decision to buy SCG cement products of the customers who represent the company. Surasit Materials Trading Co., Ltd. in the northern region And to compare the purchase decision of SCG cement products from the customers who are the company representatives Surasit Materials Trading Co., Ltd. in the northern region Classified by personal factors The researcher uses the Qualitative Research model by using the questionnaire for the customers who buy SCG cement of the customers who are the company representatives. Surasit Materials Trading Co., Ltd. in the northern region of 110 people to inquire about market mix factors affecting SCG cement purchase decisions. The researcher used statistical analysis such as percentage, mean and independent sample. t-test, One-Way ANOVA F-test and Multiple Regression Analysis (MRA)

          The result of the research shows that most of the samples have a 10 - 15 year time period in the form of partnership, with capital in the amount of 500,001-1,000,000 baht and SCG cement orders at Surasit Materials Trading Co., Ltd. 32 - 48 tons give importance to the overall marketing mix at a high level. When considered in each aspect, it was found at the high level in all aspects, namely the service process aspect The highest average was followed by the personal aspect, physical characteristics, price, distribution channel. Marketing promotion And the product side respectively And the results of the SCG cement purchase decision data analysis of customers representing the company Surasit Materials Trading Limited in the northern region, found that overall is at a high level When testing the assumptions, different personal factors affect the decision to buy SCG cement products of the clients who represent the company. Surasit Materials Trading Limited in different northern regions. The study found that Customers representing the company Surasit Materials Trading Limited in the northern region with different types of business There is a significant difference in the purchase decision of the SCG cement products with statistical significance at 0.05 while product marketing mix factors The distribution channels And marketing promotion Affect the decision to buy SCG cement products of customers who represent the company Surasit Materials Trading Limited in the northern region With a statistical significance of 0.05