ปัจจัยส่วนประสมด้านการสื่อสารการตลาดที่มีผลต่อการรู้จักไอศกรีมท้องถิ่นของผู้บริโภคในอำเภอเมืองเชียงใหม่

Abstract

The objective of this independent study was to survey the factors of marketing communication mix affecting consumers recognition of local ice cream in Mueang Chaing Mai District. The population in this study was 400 people who used to consume local ice cream. The data was collected by questionnaire. It was found from this study that most respondent were female with secondary education aged 19-25 years old that earned average 5,001-10,000 baht per month. For more information about buying the local ice cream, the frequency of buying is 2-3 times per month. Type scoop was popular local ice cream. The reasons for buying were cheap price and hot weather condition. And they recognize Pa Tan Brand. In the overview of marketing communication mix factors affecting recognition of local ice cream, we found that level of recognize is high on personal selling factor. However, the level of recognize are moderate on word-of-mouth marketing factor, interactive marketing factor, public relations and publicity factor, events and publicity factor, direct marketing factor, advertising factor and sales promotion factor. When respondents were segmented by sex and by monthly income, revealed that level of recognize factors in the mix of marketing communication are no different. When segmented by age, the level of recognize factors in the mix of marketing communication are different for instance sales promotion factor, direct marketing factor and personal selling factor