Factors Affecting Consumer Behavior in Selecting Construction Contractors in Chonburi Province

Abstract

The purposes of this study were to 1) examine the levels of service marketing mix and consumer selection behavior regarding construction contractors; 2) compare selection behaviors based on personal factors; and 3) investigate the service marketing mix factors affecting the selection behavior of construction contractors among residents in Chonburi Province. The sample consisted of 400 residents in Chonburi Province, selected through Accidental sampling. The research instrument was a 5-point Likert scale questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, t-test, One-way ANOVA, and Multiple Regression Analysis. The results of the study indicated that: (1) the overall level of the service marketing mix was at the highest level, while the overall selection behavior of construction contractors among Chonburi residents was at a high level; (2) residents with differing levels of education, occupation, average monthly income, marital status, and previous contract value exhibited significantly different selection behaviors at a 0.05 level of significance, whereas differences in gender and age showed no significant variation; and (3) the service marketing mix factors that significantly influenced the selection behavior of construction contractors included Place, Promotion, People, Process, and Physical Evidence, which collectively accounted for 54.70% of the variance in consumer selection behavior.