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Title: ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในอำเภอเมืองเชียงใหม่ต่อการซื้อสบู่สมุนไพร
Other Titles: Marketing Mix Affecting Consumes in Mueang Chiang Mai District Towards Buying Herbal Soaps
Authors: รองศาสตราจารย์อรชร มณีสงฆ์
สิริกร ศิริอางค์
Keywords: พฤติกรรมผู้บริโภค
Issue Date: 29-Jul-2557
Publisher: เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่
Abstract: This independent study aimed to examine marketing mix affecting consumers in Mueang Chiang Mai district towards buying herbal soaps. Data were collected by the distribution of 300 questionnaires to male and female consumers of herbal soaps who resided or worked in Mueang district, Chiang Mai. Data acquired were then analyzed by the use of descriptive statistic consisting of frequency, percentage, and mean. According to the study, the majority of respondents in the age between 20-29 years old worked as company employee. They were studying or hold the Bachelor’s degree and earned the average monthly income at 5,001-15,000 Baht. The respondents paid high level of importance to the marketing mix factors affecting consumers towards buying herbal soaps as follows: product, promotion, price and place, respectively. In product factor, the top three important sub-factors were to be non-allergenic product, to indicate benefit of product explicitly and the list of ingredients advised, in orderly. In price factor, the top three important sub-factors were the reasonable price to product quality and quantity and the price tag vividly shown at the selling point, in orderly. In place factor, the top three important sub-factors were the convenience to buy products, the product distribution at supermarkets and the availability of product in-stocks at all times, in orderly. In promotion factor, the top three important sub-factors were to have brochures introducing products and advantages of herbs, to have service-minded and polite product consultant who had good knowledge on products at the selling point and to distribute free sample products to consumers, in orderly.
Appears in Collections:BA: Independent Study (IS)

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ABSTRACT.pdfABSTRACT387.16 kBAdobe PDFView/Open
APPENDIX.pdf APPENDIX395.04 kBAdobe PDFView/Open
CHAPTER 1.pdfCHAPTER 1242.88 kBAdobe PDFView/Open
CHAPTER 2.pdfCHAPTER 2301.42 kBAdobe PDFView/Open
CHAPTER 3.pdf CHAPTER 3243.26 kBAdobe PDFView/Open
CHAPTER 4.pdf CHAPTER 41.39 MBAdobe PDFView/Open
CHAPTER 5.pdfCHAPTER 5509.44 kBAdobe PDFView/Open
CONTENT.pdf CONTENT220.6 kBAdobe PDFView/Open
COVER.pdfCOVER504.05 kBAdobe PDFView/Open

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