ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในอำเภอเมืองลำปางในการซื้อผักปลอดสารพิษ

Abstract

This independent study aimed at investigating marketing mix affecting consumers in Mueang Lampang district towards purchasing pesticide-safe vegetables. Research samplings were identified to 300 consumers of pesticide-safe vegetables in Mueang Lampang. Questionnaires were used as the tool to collect research data; then, all data derived were analyzed by the descriptive statistics, consisting of frequency, percentage, and means. The study indicated that the marketing mix factors which were rated on the overall basis at high level included Product factor (mean of 3.82) and Price factor (mean of 3.61) Place factor (mean of 3.33) and Promotion factor (mean of 3.15) were rated on the moderate level. The top 3 of Product sub-factors which affected the purchasing of pesticide-safe vegetables included health and nutrition from pesticide-safe vegetables (mean of 4.25,) clean and pesticide-safe vegetables (mean 4.21) and fresh and appetizing vegetable (mean 4.15) The top 3 of Price sub-factors which affected the purchasing of pesticide-safe vegetables included presence of clear price tag (mean 3.71,) suitable price (mean 3.70) and various price levels upon the quality of the product (mean 3.65)

The top 3 of Place sub-factors which affected the purchasing of pesticide-safe vegetables included well-known supermarket and Hypermarket (mean 3.75,) qualified pesticide-safe vegetables market (mean 3.73) and well-organized market (mean 3.68) The top 3 of Promotion sub-factors which affected the purchasing of pesticide-safe vegetables included arranging the campaigns convincing people to have more pesticide-safe vegetables such as posters and articles (mean 3.35,) arranging the exhibition about the pesticide-safe vegetables to give information and sell product (mean 3.25) and learning the information about pesticide-safe vegetables from relatives and friends (mean 3.22)