Consumer Behaviour Towards Deciding on Construction Material in Mueang District, Nakhonsawan Province

Abstract

The present research aimed at studying demaographic data of consumer who purchase building materials in Mueang District, Nakhonsawan Province, To study the buying behavior of building materials in Mueang District Nakhonsawan Province, and the Consumer Behaviour Towards Purchasing Decisions on Construction Materials in Mueang District, Nakhonsawan Province. This research used quantitative research in the form of survey research and collected data at a specific time (Cross-sectional Study). A self-administered questionnaire was used as a tool to collect data from the sample group, that is, the customers who purchase building materials in Mueang District, Nakhonsawan Province, Nakhonsawan Province. The researcher selected 400 samples through the accident sampling method and the statistics used for data analysis were descriptive and inferential statistics. The results showed that the majority of the participants were males, aged between 31-40 years with a bachelor's degree, working as construction contractors with a monthly income of 30,001-40,000 baht. The owners of either a single detached or a semi-detached house bought the building materials for the purpose of renovations or improvements. The analysis of marketing-mix factors affecting the purchasing decisions showed that price, marketing promotions, and distribution channels were of the highest importance to those surveyed. This can be sorted by level of importance as follows: price, marketing promotion, distribution channels, and product aspects.