The Analysis Of Factors Influencing The Decision To Buy Construction Materials Online

This study was focused on the analysis of factors influencing the decision to buy construction materials online: A case study of Siam Cement Group(SCG).The purposes of this research are to analyze the factors influencing the decision of the group of consumers in Thailand to buy construction materials online and to propose guidelines for increasing the efficiency of selling construction materials online for greater efficiency.This research is qualitative and quantitative research.The research tools are an in-depth interview and do the survey by using a questionnaire.The data were collected through questionnaire survey by 400 respondents and interviewing employees of the company.The first study results found that based on the analysis of the opinions of the sample group,it was found that all 7 factors had similar mean values by the process factor,the sample agreed at the highest level which is the first rank followed by product factor,people factor,price factor,physical evidence factor,place factor.For seventh rank is promotion factor,the sample agreed at a high level.From the analysis of the opinion level of the sample,it was found that all 7 factors had similar mean values.So,it shows that all factors influence the decision to buy products of construction materials onlineThe second study results,in evaluating the operation of the online sales of SCG that has been implemented in accordance with all 24 variables in this study,it was found that SCG has been implemented in accordance with all 24 variables,but there are some factors such as on time delivery or same price or cheaper price than buying through other channels,may have some restrictions or conditions that cause the operation not meet the goals.The overall guidelines in terms of buying behavior are adding channels for selling products,consulting or advertising,public relations activities of SCG.For marketing mix factor,should increase efficiency in each variable,for example,should create credibility for customers to trust to make the decision to buy products,communicate with customers in a friendly manner,in order to give customers an impression on the seller,have various promotions,inform the detail of the seller information,product information,payment information.Informing completely details,will make the customers make the decisions easier.