MARKETING MIX AFFECTING SATISFACTION IN USING THE BUSINESS SERVICES OF READY-MIXED CONCRETE IN NGAO DISTRICT, LAMPANG PROVINCE.

Abstract

 The objectives of this study included: 1) to study levels of opinions on marketing mixes and satisfaction in using ready-mixed concrete business in Ngao District, Lampang Province; and 2) to study marketing mix factors affecting satisfaction in using the ready-mixed concrete business services in Ngao District, Lampang Province.  The sample group in this study was the 400 customers of construction material shop that used the ready-mixed concrete business services. The tool used in the study was a questionnaire and used descriptive statistics to analyze frequencies, percentage and standard deviations and used inferential statistics for analyzing through Enter Multiple Linear Regression Analysis. The results of this study were as follows. 1) The overall opinion levels concerning marketing was at a high level. When it was considered by factor, all of them were at a high level. The highest one was channel of distribution; followed by physical characteristics, personnel, process, marketing promotion, price and product respectively. Regarding overall opinion on satisfaction, it was at a high level. 2) The results of Enter Multiple Linear Regression Analysis were that the marketing mix factors in process, personnel and channel of distribution had influence on satisfaction at the statistical significance level of 0.01 while marketing promotion, physical characteristics, price and product had influence on satisfaction at the statistical significance level of 0.05.