Journal for Strategy and Enterprise Competitiveness

Factors Influencing Consumer Attitudes Toward Online Purchasing Decisions in Tha Mai District, Chanthaburi Province

Surayut maneethai, Suriya Phonglar, Decha Phalalert — Mon, 30 Dec 2024 00:00:00 +0700

This research aims to: 1) examine the demographic factors influencing consumer attitudes toward online purchasing decisions in Tha Mai District, Chanthaburi Province, and 2) investigate the marketing mix factors (7P’s) affecting consumer attitudes toward online purchasing decisions in the same area. Data were collected from a sample of 405 respondents using a convenience sampling method, as the target population has specific geographic characteristics. Descriptive statistics, including frequency, mean, and standard deviation, were used to analyze the data. Inferential statistics were employed through Pearson's Chi-Square test and multiple regression analysis.

The research findings revealed the following: 1) Consumer attitudes toward online purchasing significantly depended on personal status regarding gender, with a statistical significance level of 0.01, particularly in the aspect of online shopping aligning with modern lifestyles. 2) Age significantly influenced the perception that online shopping provides quality products meeting consumer needs, with a statistical significance level of 0.01 3) Education level significantly affected the perception of online shopping’s alignment with contemporary lifestyles, with a statistical significance level of 0.01. 4) Income level significantly influenced the convenience of online shopping, especially its 24-hour availability, with a statistical significance level of 0.01. 5) Occupation significantly impacted the simplicity of online purchasing processes, with a statistical significance level of 0.05. Additionally, marketing mix factors significantly influenced attitudes toward online purchasing decisions. Specifically:
1) Price, place (distribution channels), promotion, process, and physical evidence had a statistically significant impact at the 0.01 level. 2) Product had a statistically significant impact at the 0.05 level.

Relationship between Debt Ratio Effect on The Firm Performance Covid-19 Pandemic of Real Estate Industry Group in Thai Listed Companies

Mon, 30 Dec 2024 00:00:00 +0700

The COVID-19 pandemic has impacted the operational activities of organizations within the real estate industry. The objective of this study is to examine the relationship between the debt ratio and the performance of companies in the real estate industry listed on the Stock Exchange of Thailand during the COVID-19 pandemic. Data were collected from the annual reports in form 56-1, which are mandated by The Securities and Exchange Commission (SEC) for listed companies. The research gathered information from a sample 150 financial statements of 50 companies over a three-year period from 2019 to 2021, during the pandemic. The study use multiple regression analysis was used in the study. The research findings revealed that the debt ratio has no significant relationship with the return on assets (ROA), while the debt ratio is inverse relationship to the return on equity (ROE) and the return on capital employed (ROCE). The findings from this research can be utilized for further studies and to evaluate the structure of companies during the COVID-19 pandemic.

Service Marketing Mix Affecting the Satisfaction of Private Hospital service users in Muang District, Nakhon Ratchasima Province

Pakthicha Promjanya, Worraya Rojcharapaphaporn — Mon, 30 Dec 2024 00:00:00 +0700

This research aims to 1) compare demographic affecting the satisfaction of private hospital users in Mueang District, Nakhon Ratchasima Province, and 2) examine the impact of service marketing mix on user satisfaction at private hospitals in this area. Data were collected via a questionnaire using purposive sampling to select 385 participants. Statistical methods included frequency, percentage, mean, standard deviation, hypothesis testing with t-tests, one-way ANOVA (F-Test), and multiple regression analysis. Hypothesis testing revealed that most respondents were female, aged 31-40, held a bachelor’s degree, were employed in the private sector, had a monthly income of 15,001-35,000 baht, and primarily used health or life insurance benefits. Respondents’ opinions on the service marketing mix were rated as high overall and by specific aspects, as was their overall satisfaction with the service. Further analysis showed that demographic like age, occupation, and type of medical benefits used significantly affected user satisfaction, while gender, education level, and monthly income did not. The service marketing mix in all areas influenced the satisfaction of private hospital users in Mueang District, Nakhon Ratchasima Province, with a predictive efficacy of 57.00% at a statistical significance level of 0.05.

Study of factors in specifying the scope of work and communication that affects the control of the scope of work in electrical communication and telecommunications systems projects

Kanpicha Pumvises, Dundusid Porananond — Mon, 30 Dec 2024 00:00:00 +0700

This study examined how clearly defining project scope and fostering effective communication can help control scope creep in electrical, communication, and telecommunication (ECT) projects. The research combined quantitative and qualitative methods. Quantitative analysis explored the links among various factors such as complexity, specification, risk, communication, client requirements, and a project's susceptibility to scope creep which can indicated by scope clarity, new scope addition and scope modification. Qualitative data, gathered through open questionnaire surveys, provided insights into methods for mitigating scope creep. A strong correlation emerged between scope creep and factors like communication effectiveness, managing client requirements, and proactive risk management. Ineffective communication was identified as the most significant factor, leading to misunderstandings and unplanned additions to the project scope. Based on these findings, the research recommends prioritizing clear scope definition, establishing formal communication plans, and implementing proactive risk management strategies. Additionally, utilizing project management tools and fostering open communication throughout the project lifecycle can significantly reduce scope creep. The benefits extend beyond individual project success. Implementing these recommendations can lead to improved communication efficiency, stronger client relationships, and enhanced project management practices within organizations. Furthermore, the research contributes to a more informed industry landscape by sharing knowledge and improving the understanding of scope control in ECT projects.

Study of Purchasing Cactus Behaviors Affecting Marketing Mix Factors of Group Member Planting Cactus for Beginners

Thitirat Tian-ngam — Mon, 30 Dec 2024 00:00:00 +0700

This research aimed 1) To study demographic characteristics of group member planting cactus for beginners 2) To study purchasing cactus behaviors of group member planting cactus for beginners and 3) To study level of the marketing mix of group member planting cactus for beginners. The samples were 715 group member planting cactus for beginners, the data was collected by questionnaires. The statistics used for data analysis were frequency, percentage, mean and standard deviation. Hypothesis were tested by T-test and One-Way ANOVA. The research results found that the most of sample were female, aged 31-40, working as business owner or self-employed, earning 10,001-20,000 baht. The most of sample become a member of the group from searching group information manually, they usually purchasing cactus from the delivery method with pots, and often purchasing cactus by ordering from seller's posts in the group, most purchasing time are 18.01-22.00 pm. purchasing cactus for collecting purposes as much as possible, and the people who help make purchasing decisions are their family, purchasing cactus has an average cost of less than 1,000 baht, and the frequency of purchasing cactus is 1-2 times per month. The overall marketing mix factor of group member planting cactus for beginners at a high level.

The results of hypothesis testing found that the age and career different had a statistically significant in level of the marketing mix in terms of products, prices and promotions at .05 and the purchasing cactus behaviors according to the analysis of consumer behavior 6W1H (Where, Why, How item 2), they are different with statistically significant at .05.

An Analysis of Upstream Processes in the Durian Supply Chain: Production Sources, Modes of Transportation and Transport Cost to Local Marketing

malai photipun, Poonsiri Prakongpak — Mon, 30 Dec 2024 00:00:00 +0700

This study focuses on investigating the upstream processes in the durian supply chain in Chanthaburi Province, focusing on plantation size, production volume, sales models, and transportation to local central markets. The sample group consisted of 393 durian farmers, randomly selected as durian farmers in Chanthaburi Province, who were the group that sold their products in the central market. The research found that most farmers had a planting area between 31-50 rai, accounting for 22.90 percent, with an average production volume of 75.84 tons annually. The most popular sales model was selling to exporters, accounting for 43.82 percent, followed by selling in the local central market, accounting for 34.35 percent. In terms of transportation, it was found that single-cab pickup trucks were the most commonly used vehicles for transporting durian, with an average load capacity of 2,230 kilograms per trip. The average transportation cost for durian was 0.60 baht per kilogram. The data from this research can be used to plan production, marketing, and manage the transportation of durians for maximum efficiency and improve the local fruit supply chain system.