CORRELATION OF MARKETING STRATEGIES AND REQUIREMENTS FOR UTILIZING MODERN CONSTRUCTION MATERIAL STORES IN THE BORDER AREA OF UBON RATCHATHANI PROVINCE
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บทคัดย่อ
This study explores the relationship between the marketing mix and customer requirements for utilizing modern construction material stores in the border area of Ubon Ratchathani province. The sample consisted of 385 customers from Phibun Mangsahan District in Ubon Ratchathani province, selected using Krejcie and Morgan's formula through convenience sampling. Data was collected via a questionnaire, and the correlation coefficient analysis was used for statistical analysis.
The findings indicate that all marketing mix elements—product quality, pricing, store location, and marketing promotion—are significantly related to the requirements for utilizing modern construction material stores in the border area of Ubon Ratchathani province, with a significance level of 0.01.
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