Factors Affecting the Decision to Buy Bearings From Siam Bearing Intertrade Co., Ltd. in the Industrial Factories

Abstract

The objectives of this research study were as follows: (1) to compare the purchasing decision of ball bearings in industrial factories based on personal factors,      (2) to predict the marketing mix factors related to the purchasing decision of ball bearings in industrial factories, and (3) to predict the product innovation factors related to the decision of industrial factories to purchase ball bearings from Siam Bearing Intertrade Co., Ltd. The population used in this study consisted of the procurement departments or individuals from 375 factories who involved in the decision to purchase ball bearings from Siam Bearing Intertrade Co., Ltd. The sample group selected for the research consisted of 200 factories. The research tool used was a questionnaire with a   5-point Likert scale. The data analysis was conducted using computer software, which resulted in reliability values between 0.943 - 0.954. The statistical analysis included descriptive statistics such as frequency, percentage, mean, and standard deviation. Additionally, inferential statistics such as Independent Sample t-test, One-Way ANOVA (F-test), and Multiple Regression Analysis were employed. The research findings indicated that: different personal factors such as gender, working period, and organizational position had statistically significant differences in the decision of industrial factories to purchase ball bearings from Siam Bearing Intertrade Co., Ltd., at a significance level of 0.05. Marketing mix factors, including price and promotional activities, significantly influenced the decision of industrial factories to purchase ball bearings from Siam Bearing Intertrade Co., Ltd., at a significance level of 0.05. However, product-related factors and distribution channels did not have a significant influence on the purchasing decisions. Product quality innovation and design and usability factors had a statistically significant impact on the decision of industrial factories to purchase ball bearings from Siam Bearing Intertrade Co., Ltd., at a significance level of 0.05.