Thanarerk ThanakijsombatVarang WiriyawitThanas Simakajornboon2026-02-262026-02-26202220772022https://repository.li.mahidol.ac.th/handle/123456789/115366What creates a better living environment? This is a question that many people who own a house or condo have raised and have been trying to find a solution for it. Today, there is the introduction of smart homes with a goal to improve the living environment; hence, many businesses and electronic brands have been introduced into the market. Despite high growth in the smart home industry, there are many people who do not buy smart home devices. By comparing the existing smart home retailers in Thailand, we can see that all of them only sell the product but do not give any consulting or plan which may cause many customers to be skeptical about the use of smart homes. Therefore, the new idea for a one-stop service solution will be introduced to allow customers to make an easier decision in purchasing smart home devices. In this case, the paper will study customers’ behavior and the group of potential customers to help the business to penetrate the right market and target the right customer group. Moreover, it will also tell whether the assumption of the business is correct. The business will target middle-aged people who own houses and condos. The reason for it will be elaborated on in the written report. The objective of the research is to study the customer needs and marketing preference in order to help with strategic planning of the company. The research will be separated into the interviews and questionnaires. The goal of the interview is to gain insight and information about the potential customers. This interview will require 16 candidates and be separated into two groups: those who do not have and those who have smart home devices. On the other hand, the questionnaire will gain statistical data to know the marketing preference of the customers which will help the business to operate in the right direction. The result of the research shows that most people want to get smart home devices, but they are afraid of installation and issues from after-service. Therefore, it is important that the business should focus on being a one-stop service provider in smart home devices. Implication of thematic paper: The information from this business plan will help support the business insight in terms of customer pain and needs. In this case, it will help the company to be able to know the marketing preferences of the customers in order to know the direction that the company should be heading in terms of strategic planning. Moreover, it will help the company to forecast the expected market size in order to target the right target customers.application/pdfengผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้าHome automation -- Equipment and supplies -- Marketing.Home automation -- Thailand -- Case studies.Internet of things -- Business aspects.Consumer behavior -- Thailand.M.B.A. (2022)Business Administration (Mahidol University 2022)Master ThesisMahidol University