Marketing Mix Factors Affecting Consumers’ Decision to Use the Construction Contractors’Services of The Million Construction Co., Ltd. in Phuket

Abstract

This research study purpose 1. to study the personal characteristics affecting the consumers’ decision to use the construction contractors’ services of the Million Construction Co., Ltd. in Phuket 2. to study the levels of opinion on marketing mix influencing the decision to use the services and 3. to compare the level of opinions on marketing mix factors influencing the decision to use the company's services. The study was classified by personal characteristics.               The sample group was the consumers previously using the services or was deciding to use the services of a construction contractor in Phuket Province. A convenience sampling method was used and the sample group used in the study consisted of 400 customers. The data collection tool was an online questionnaire. Data were analyzed using descriptive statistics, hypothesis testing with t-tests, one-way analysis of variance (ANOVA), and pairwise comparison analysis.

          The study found that marketing mix factors affecting consumers' decision to use                         the construction services of The Million Construction Co., Ltd. in Phuket Province. It was also shown that the consumers choosing different building services and had similar opinions on marketing mix factors. However, the consumers with different genders, ages, education levels, occupations, average monthly income, number of family members, building values, had different reasons for choosing to use the services and had different opinions on marketing mix factors at a statistical significance level of .05