การวิเคราะห์โครงสร้างตลาดของการตกแต่งภายในบ้านจัดสรรในเขตพื้นที่อำเภอเมือง จังหวัดเชียงใหม่

Abstract

This study aimed at studying the market structure analysis of the house interior design business and analyzing the factors which influenced the decision for choosing home interior design of customers. There were two samples in the study which were 30 house interior design business and 400 customers who use service from house interior design business in Mueng District, Chiang Mai Province. Questionnaires were used to collect data by accidental sampling. Data were analyzing by using descriptive statistics which were frequency, percentage, Likert scale statistics, and Logit model. Result from the study showed that market structure of the house interior design business was oligopoly market which is hard to enter. According to the logit model, factors influenced the decision for choosing home interior design were education, occupations; government official or state enterprise employee, private company employee, self-employment or investor, and price verities which are suitable for materials used.