RELATIONSHIP BETWEEN ORGANIZATIONAL STRUCTURE MANAGEMENT AND OPERATIONAL EFFICIENCY: A CASE STUDY OF A COMPUTER EQUIPMENT DISTRIBUTION BUSINESS IN BANGKOK METROPOLITAN

Abstract

Color blindness is a very common condition. Although color blindness cannot be cured, But nowadays, eyeglasses and contact lenses are available for color blind people to make life easier for users. The case study business included eyeglasses and contact lenses for color blind people to try and sell. But it's not as popular as it should be. from such problems The researcher therefore wishes to study Marketing mix of eyewear and contact lens business for color blind people and customer purchase decisions in order to use the research results to use in the business to grow further Research is a blended research. By qualitative research method Data were collected by interviewing 3 case study business executives who were involved in managing the marketing mix of the case study business. and quantitative research Data were collected by distributing a questionnaire sample of 300 customers with 95 percent confidence, and 220 customers or 73 percent were returned. and contact lenses for color blind people in a case study business 2) to survey the opinions of target customers on their decision to buy glasses and contact lenses for color blind people and 3) to study the relationship between marketing mix and decision to buy eyeglasses and contact lenses for people, Color blindness. The results showed that 1) from the qualitative data Business executives selling glasses case study The marketing mix for color blind lenses and eyewear products is managed. In terms of products, products of fair and high quality are imported for sale. The price is set in different price ranges to suit the purchasing power of customers. distribution channel It will initially be sold through its own branches and in the future may expand to partner stores and online sales. In terms of marketing promotions, discount coupons are mainly used. Service personnel Provide eye specialists and have sales and service personnel at the store. In the service process, there is an emphasis on educating customers on the importance of using visual devices for color blind people. and physical evidence is the environment The management focuses on creating an environment in the store that does not make customers feel that it is unusual for color blindness. so that customers can use the product with peace of mind 2) the opinions of the customers towards the marketing mix and the decision to purchase optical devices for the color blind in the overall, it was found that 80% of the respondents were ready to buy and found that the product, price, distribution channel and marketing promotion More than 60 percent to 80 percent of respondents expressed their opinions on the importance of service personnel. service process and physical and environmental evidence, more than 90 percent expressed their opinions on importance, and 3) when testing statistical relationships, it was found that the marketing mix of products, personnel, service processes and physical evidence There was a statistically significant correlation with the purchase decision of the customers, while the price aspect, the distribution channel and marketing promotion There is not enough statistical evidence to agree that it correlates with customer purchasing decisions. Therefore, it is recommended that the management be able to offer high quality products and reasonable prices to the customer group. It is recommended that healthy drinks be provided and there should be a corner for customers to meet and talk.