การตลาดและทัศนคติของผู้บริโภคที่มีต่ออุปกรณ์การดับเพลิง สำหรับที่อยู่อาศัยในเขตกรุงเทพมหานคร / สมชาย เตียทะสินธ์ = Marketing of and consumers' attitude towards fire-extinguisher for residences in Bangkok metropolitan area / Somchai Tiathasin
The study of the marketing and consumer’s attitude towards fire-extinguisher for residences in Bangkok Metropolitan area is very interesting. Due to the price of land which is getting higher and higher, especially in Bangkok, so the newly built building are higher, mostly more than 10 stories. But the ability to put out fire by the police Fire Department is only up to 10th floor. Accidences form fire happen everyday and they cause great damage to life and property. The study is made interviewing the distributor, fire extinguishers which are selling today, 70% are locally produced, less than 30% are imported from abroad. The most popular type of the fire-extinguisher is the dry chemical, which is about 80% of all types. The marketing is very competitive, especially about prices. There has been no quality control by the government. The distributors are less interested in residential consumers, but are more interested in big business, factories and government agencies. There has been less sale promotion in this business. In the study of consumers’ attitudes by questionnaire in Bangkok Metropolitan, the results show that most of consumers accept that it is necessary to have fire-extinguishers for their residences. Most of consumers, include the consumers who already have fire-extinguishers and the consumers who plan to purchase fire-extinguishers, have very little knowledge about them. Most of the consumers, who already have fire-extinguishers have a dry chemical type, size 6-10 pounds, price 601-1,000 baht and purchased from personal selling. The consumers, who plan to buy fire-extinguishers mostly select, dry chemical type, size 6-10 pounds, price 200-500 baht. They plan to purchase at the fire-extinguisher shop. Both type of consumers care about the quality. All consumers accepts that price is the most important factor in purchasing the fire-extinguisher. From the findings, the author suggest that manufacturers and distributors of the fire-extinguisher should get the government to pay attention in the area and help in making handbook, which contain the knowledge of a fire-extinguisher about quality, type, efficiency, and method to use. This will stimulate people’s interest in having a fire-extinguisher in their houses. The manufacturers and the distributors should be interested in residential consumers by using the marketing mix to motivate consumers to accept and to purchase fire-extinguishers for their houses. They should to be interested in quality of their fire-extinguishers. The manufacturer should build up the good brand image, so consumers can use this factor to decide in purchasing fire-extinguishers. They are able to use the price promotion to extend marketing to resident area for fire-extinguishers.
