แนวทางการพัฒนาธุรกิจวัสดุก่อสร้าง กรณีศึกษาร้านธนไพบูลย์ค้าวัสดุ จังหวัดนนทบุรี

Guideline for construction materials business development: a case study of Thanapaiboonkarwatsadu, Nonthaburi province

Name: ปาจรีย์ ลาภธนไพบูลย์

Name: Pajaree Laprtanapaiboon

keyword: การพัฒนาธุรกิจ วัสดุก่อสร้าง

Classification :.LCCS: HD9715.8.A2

ThaSH: ร้านค้าปลีก -- ไทย

ThaSH: อุตสาหกรรมวัสดุก่อสร้าง -- ไทย

Abstract: The objectives of this independent study are as followed: 1. To study factors in the marketing mix that affect the decision making of customers in purchasing construction materials from Thanapaiboonkarwatsadu store; and 2. To comparatively study the relationship of marketing mix factors categorized by data collected from personnel department, in order to create guidelines for service improvement for Thanapaiboonkarwatsadu. The data was collected from 400 Thanapaiboonkarwatsadu customers through the use of questionnaires. In addition, interview was used as a tool to explore data from one Thanapaiboonkarwatsadu entrepreneur using accidental sampling method. The collected data then was analyzed by use of statistical packaged program through: Frequency, Percentage, Mean, Standard Deviation, t-test, One-way ANOVA, and Least Significant Difference (LSD) at statistically significant level of 0.05. The results showed that the majority of the samples are male, 25 - 34 years of age, married, and living together with 3-5 family members, The majorities live in Radniyom Sub-District area in Nonthaburi Province, and graduated in Bachelor’s Degree. In addition, the majorities are office workers with monthly income of 10,001 to 20,000 Baht. The results revealed that the Service aspect in marketing mix highly affects the overall decision making process for customers to buy construction materials from Thanapaiboonkarwatsadu. Considering each marketing mix, the aspect that possessed the highest Mean are Process, Product, People, Promotion, and Physical Evidence and Presentation respectively. The aspects with the lowest Mean are Promotion and Price respectively. The results of the comparative study of the marketing mix and personal characteristics that affect the decision making of customers in purchasing construction materials from Thanapaiboonkarwatsadu are as followed: 1.) Gender: Men affects higher level of decision making in purchasing construction materials at Thanapaiboonkarwatsadu than women; 2.) Age: Differences in age affect the decision making in purchasing construction materials at Thanapaiboonkarwatsadu in the aspects of Products, Price, Promotion, Physical Evidence and Presentation, and Process differently; 3.) Status: Differences in status affect the decision making in purchasing construction materials at Thanapaiboonkarwatsadu in the aspects of Products, Price, Promotion, and Physical Evidence and Presentation differently; 4.) Education: Differences in level of education affect the decision making in purchasing construction materials at Thanapaiboonkarwatsadu in the aspects of Products, Price, Physical Evidence and Presentation differently; 5.) Occupation: Differences in occupation affect the decision making in purchasing construction materials at Thanapaiboonkarwatsadu in the aspects of Products, Price, Physical Evidence and Presentation, and Process differently; and 6.) Income: Differences in income affect the decision making in purchasing construction materials at Thanapaiboonkarwatsadu in the aspects of Products, Price, Physical Evidence and Presentation, and Process differently.

มหาวิทยาลัยแม่ฟ้าหลวง. ศูนย์บรรณสารและสื่อการศึกษา

Address: เชียงราย

Email: library@mfu.ac.th

Name: ณัฐพรพรรณ อุตมา

Role: อาจารย์ที่ปรึกษา

Name: ศุภสิน สุริยะ

Role: อาจารย์ที่ปรึกษาร่วม

Created: 2556

Modified: 2020-01-28

Issued: 2557-05-06

วิทยานิพนธ์/Thesis

application/pdf

tha

DegreeName: บริหารธุรกิจมหาบัณฑิต

Level: ปริญญาโท

Descipline: บริหารธุรกิจ

Grantor: มหาวิทยาลัยแม่ฟ้าหลวง

©copyrights มหาวิทยาลัยแม่ฟ้าหลวง

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	Abs.pdf	487.65 KB	28	2020-07-21 15:56:01
2	Appen.pdf	540.71 KB	12	2019-07-09 11:21:36
3	Ch1.pdf	503.3 KB	45	2021-09-08 20:49:23
4	Ch2.pdf	663 KB	32	2024-02-05 14:30:37
5	Ch3.pdf	548.05 KB	22	2019-07-09 11:22:04
6	Ch4.pdf	807.64 KB	16	2023-03-03 11:58:42
7	Ch5.pdf	525.25 KB	12	2019-07-09 11:22:16
8	Cov.pdf	468.68 KB	14	2019-07-09 11:22:28
9	Cont.pdf	488.25 KB	8	2019-07-09 11:22:36
10	Intro.pdf	532.5 KB	9	2019-07-09 11:22:45
11	Ref.pdf	512.25 KB	10	2019-07-09 11:22:52
12	Vitae.pdf	454.3 KB	7	2019-07-09 11:22:58

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