Abstract
.The purpose of this study is to investigate the factors of the goods form integration.(Modern Trade) in Bangkok and surrounding areas. By studying the function of the product, the quality of product, the technology of the product. Services of goods, the appearance of the product, the value of goods.The lifestyle of consumers, the way of consumer marketing communications using the media. The marketing communications by activities. Marketing and communication using the materials and activities.At the modern material retailers (designated metropolitan area), a number of 250 cases were used in data analysis are descriptive statistics. Percentage, mean, standard deviationThe analysis of variance. And the regression analysis multiple correlation
.The results showed that most of the respondents were aged 26-30 years, education level degree. A career as a private company, and the average income per month 20 001--30,,000 baht. It mainly focuses on the quality of the goods. And often spend construction product 1 average less than once per week. The result of hypothesis testing, it was found that the factors of different markets.(Modern Trade) in Bangkok and surrounding areas are different. While the frequency of use of different services. Affect the decision to purchase building materials in modern material retailers (Modern Trade).And different. Also, the consumer understand perfectly (ß =.078) affect the decision to purchase building materials in modern material retailers (Modern Trade) in Bangkok. And the most, followed by the quality of the product (ß =.065) factors of the function of goods (ß =. 023) factors of services of goods (ß =. 015) factors of the technology of the product (ß. . 000) factors of marketing communication, using the media (ß = -. 003) factors in the way of consumers (ß = -.017) and the lifestyle of consumers (ß = -.085), respectively. The factors of marketing communication, using books and activities. The marketing communications by activities. The appearance of the product. The value of goods.(Modern Trade) in Bangkok and surrounding areas!
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