MARKETING MIX FACTORS INFLUENCING THE DECISION TO USE CONSTRUCTION AND HOME RENOVATION SERVICES

Abstract

This study aimed to: 1) examine marketing mix factors influencing the use of construction and home renovation services; 2) examine the decision to use construction and home renovation services; 3) compare service usage decisions based on personal characteristics; and 4) examine marketing mix factors influencing the decision to use construction and home renovation services. This study employed a quantitative research approach. The population consisted of individuals who had previously used construction and home renovation services. A sample of 400 respondents was selected using purposive sampling. Data were collected using a structured questionnaire. The statistical methods used for data analysis included percentage, mean, t-test, one-way analysis of variance (ANOVA), and multiple regression analysis. The results revealed that the majority of respondents were male, aged between 20 and 30 years, separated, had an educational level lower than a bachelor’s degree, were private company employees, and had a monthly income ranging from 20,001 to 30,000 baht. Overall, marketing mix factors were rated at a high level of importance, with product and price being the most significant factors. The overall decision to use construction and home renovation services was also rated at a high level. Comparative analysis indicated that differences in gender significantly affected service usage decisions at the 0.05 level of statistical significance. Furthermore, the results of multiple regression analysis showed that product, price, people, and physical evidence significantly influenced the decision to use construction and home renovation services. A limitation of this study is that the data were collected from the sample during a specific period of time, which may not fully reflect the service usage behavior of customers in different geographical contexts or time periods.