MARKETING MIX IN THE CONSUMER VIEW AND CONFIDENCE THAT AFFECT THE DECISION TO BUY PRECAST CONCRETE WALL HOUSE IN BANGKOK AND PERIMETER
Keywords:Marketing Mix, Confidence, Buying Decisions
The purposes of the study research were: 1) to study to the individual factors when making decisions to buy precast concrete wall houses, and 2) to study the marketing mix from the consumer view and the effects of the confidence level on such decisions. The study was a quantitative research with the samples of 401 people. The research tool was a questionnaire. The statistics for data analysis used were frequency, percentage, mean, and standard deviation. The statistics for hypothesis test were t-test, One-way ANOVA, and multiple regression analysis.
The research results show that: 1) There are statistically significant differences in age, occupation and monthly income to buying decision in a residential house, precast concrete wall system of the housing estate project. 2) Marketing mix factor (X1) and brand confidence factor (X3) have a statistically significant influence on prefabricated concrete wall purchase decision. Accordingly, the equations can contribute to 53 percent of the forecast. The equation can be written as Ytot = 0.31 + 0.32 (X1) + 0.52 (X3).
Burke, C. Shawn, S. Dana,E. Lazzara, E.H. & Salas, E. (2007). Trust in leadership: A multi-level review and integration. The Leadership Quarterly, 18, 606-632.
Dolak, D. (2001). Building a strong brand. Brand and branding basic. Retrieved from http://www.davedoluk.com/whitepaper/dolak4.html, Accessed on May 1, 2020.
Iamsamang, S. (2019). Confidence towards companies that affect consumers' decision-making to buy townhouses, a case study of Baan Leone of Don Muang-Chaengwattana project. Journal of Development Management Research, 9(2), 125-135.
Inthawan, J. (2015). Factors affecting confidence of the people in the criminal justice system. Journal of Justice, 8(2), 43-66.
Jesadawarangkul, S & Saranrom, S. (2009). Factors affecting the decision to buy townhouses in the project of Wang Thong Group Public Company Limited. (Master of Business Administration, Valaya Alongkorn Rajabhat University under Royal Patronage).
Kim, C., Galliers, R., Shin, N., Ryoo, J., & Kim, J. (2012). Factor influencing internet shopping value and customer repurchase intention. Electronic Commerce Research and Application, 4(11), 374-387.
Kinicki, A. & Williams, B. K. (2018). Management: A practical approach (8th ed). New York: McGraw
Kotler, P. & Armstrong, G. (2014). Principles of Marketing (15th ed). Toronto: Pearson Prentice Hall.
Kotler, P. & Keller, K.L. (2012). Marketing management (14th ed). Upper Saddle River, New Jersey: Prentice Hall.
Kotler, P. (2019). Kotler on marketing: How to create, win, and dominate markets. New York: Free Press. Translated by Saifa Phonwayu: A.R. Bi chines Plass.
Marshall, E.M. (2000). Building trust at the speed of change: The power of the relationship-based corporation. New York: McGraw-Hill.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20, 709-734.
Othakanon, B. (2013). 4Cs marketing revolution. Bangkok: Mahidol University.
Rittiboonchai, W. (2021). Marketing mix factors affecting the frequency and loyalty in online transactions of Nakhon Pathom teenagers. Interdisciplinary Research Review, 16(1), 32 - 35.
Robbins, S. P. (2000). Organizational behavior (9th ed.). New Jersey: Prentice Hall.
Rungwittayanon, N. (2020). Company brand confidence and perception of quality affecting the word of mouth for buyer and visitor: A case study of Village A. Academic Journal Eastern Asia University, 10(2), 207-221.
Sako, M. (1992). Price, quality, and trust: Inter-firm relations in Britain and Japan. Cambridge University Press: Cambridge.
Samerjai, C. (2006). Consumer behavior. Bangkok. SE-EDUCATION.
Sangsawat, M. (2015). Factors of confidence and loyalty influencing decision to use a department store service: A case study of leading department stores in Bangkok. (Master of Business Administration Thesis, Faculty of Business Administration, Pathum Thani: Bangkok University).
Satchapappichit, S. (2020). Brand personality influencing customers’ intention to purchase at Thai Restaurant Chains in Bangkok, Thailand: The Mediating role of online word-of-mouth. Journal of Management Science Nakhon Pathom Rajabhat University, 7(2), 171-187.
Siritap, T. (2018). Consumer decisions to buy single detached houses in Nong Chok district, Bangkok. Academic Journal of Phuket Rajabhat University, 14(1), 121-134.
Yingsajattham, S. (2013). New concept of marketing mix 4Cs that affect the buying decision of a condominium in the district of the Chiang Rai Province. (Master of Business Administration, Mae Fah Luang University).