THE EFFECT OF SATISFACTION ON RETAIL MIX, BRAND TRUST AND PERCEPTION VALUE OF MARKETING COMMUNICATIONS ON CUSTOMER PURCHASE INTENTION: STUDY CASE TRADITIONAL CONSTRUCTION MATERIAL RETAILERS IN MUANG, SUPHANBURI

Abstract

The purpose of the study are to 1) Study about the level of satisfaction in retail mix of traditional construction material retailers in Muang, Suphanburi. 2) Study about the level of brand trust of traditional construction material retailers. 3) Study about the perception value of integrated marketing communications of traditional construction material retailers. 4) Study about the relationship between level of satisfaction in retail mix, brand trust of traditional construction material retailers and perception value of integrated marketing communication of traditional construction material retailers that affect to consumer purchase intention in the traditional construction material retailers.

The methodology is quantitative research method. The 260 questionnaires were used to collect data from the sample of consumers who live in Suphanburi and used to buy goods from traditional construction material retailers in Muang, Suphanburi. The data were analyzed by using descriptive statistics and multiple regression analysis.  The research results showed that consumer satisfaction about pricing, marketing communications, Store design and Layout, services, the brand trust of retailers and perception value of integrated marketing communications significantly affect to the purchase intention of the consumers at p – value < 0.05.  This research will be beneficial and useful for traditional construction material retailers about offering of pricing policy, marketing communications to target customers and the brand trust of the store. These are for improving perception and satisfaction that affect to the purchase intention of target consumers.