ส่วนประสมการตลาดอิเล็กทรอนิกส์ที่มีผลต่อผู้บริโภคในจังหวัดเชียงใหม่ในการซื้อผลิตภัณฑ์เสริมอาหารทางออนไลน์

Abstract

This independent study aimed at investigating the electronic marketing mix affecting online purchasing of food supplement products of consumers in Chiang Mai province. The research samples were 250 consumers who had placed orders on and got information about food supplement products from the internet. The samples lived in Chiang Mai province. Then all acquired data was analyzed using descriptive statistics including frequency, percentage, mean, independent t-test, one-way anova and comparing means. The findings showed that most questionnaire respondents were female, 15-24 years old. Most were high school or university students, with the average monthly income of not exceeding 10,000 baht. Most of them had bought healthcare supplement products for themselves and spent 501-1,000 baht per order. They placed 2 orders per year. The popular means for getting information and contacting suppliers was Facebook. Electronic marketing mix that affected online purchasing of food supplement products the most was privacy, and the highest score was that suppliers kept consumers’ information such as bank account number, address, telephone number or e-mail confidential. The second highest score was that suppliers would not send out mails to customers without permission, and the third was suppliers had safety license registered with the government. From Independent T-test and One way ANOVA analyisis, the results showed that different groups of consumers had statistically different opinion towards product the most, especially in the aspects of variety of product types, variety of product forms, products being made overseas and that the brand was well-known. Also, different groups of consumers had statistically different opinion towards privacy, especially in the aspects of log-in system, safety warranty, and not sending out mails without customers’ permission. Lastly, different groups of consumers had statistically different opinion towards personalisation, especially in the aspect of pop-up ads on website about the last product that customers bought or other products that customers might be interested in for re-ordering For suggestions, if suppliers wanted to response to consumers by specifying on their age, career, income per month and value of products they bought, suppliers should response to the marketing mix that they found the most important. For example, the group of more than 25 years old responded the most to variety of products, suppliers then should provide variety of products for this group.