MARKETING MIX FACTORS INFLUENCING THE PURCHASING DECISION OF LIGHTWEIGHT BRICK OF LOCAL CONTRACTOR AND THE BUILDING MATERIAL STORES IN URBAN AREAS NAKHON RATCHASIMA

Abstract

The purpose of this study was to investigate the Marketing Mix Factors Influencing the Purchasing Decision of Lightweight Brick of local contractor and the building material stores in urban areas. Nakhon Ratchasima. The study was conducted by two groups of consumers: To study the differences in the marketing mix that affect the purchase decision in each process. The study found that the 5 decision-making processes in the problem-solving process Construction Materials and Construction Group There are opinions in different directions, but linked together. From the beginning, the technician realized the problem of the necessity of using. Parts of the store need to be sold according to customer needs. The decision to buy this may not be linked to the market mix. Later, the search process. Construction material suppliers and technicians have the same view. By commenting that lightweight brick products are already known and the use of the product is not complicated or anyhow. The information will be related to the price and promotion of the product to order to work in the group. And purchased for distribution in the building materials. The next step is to evaluate options. Building Materials and Mechanic Group There are opinions in different directions. Technicians will focus on the distribution channel is to select the nearest store and bring the price to evaluate the store in the same area. While building material stores focus on promotion. Especially the promotion of products that focus on high volume of purchases for the increased discounts or reduced prices. In the decision to buy. Construction material suppliers and technicians have the same view. He said that he would buy any branded brick that would affect the overall cost. The last step in post-purchase behavior is the same. If the problem of using the product results in dissatisfaction will not tell. The problem will be reported to the shop where they buy.