ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการซื้อขนมไทย จากร้านขนมไทยในอำเภอเมืองเชียงใหม่

Abstract

This independent study aimed to explore marketing mix affecting consumers towards purchasing Thai sweets from Thai sweets shop in Mueang Chiang Mai district. The data were compiled from 400 questionnaires distributed to customers who visited Thai sweets shop. The given data were then analyzed by using descriptive statistics consisted of a frequency, a percentage, and a mean. The research results were summarized as follows. It was found from the study that most customers were female aging from 30 to 39 years old. Most of them were married and worked for private companies. Most respondents graduated with Bachelor’s Degrees and earned from 20,000 to 29,999 Baht per month. They usually purchased Thai sweets in Chiang Mai from Wan La Moon shop and Ruen Mai Tai Yai shop. The main reason for them to purchase from Thai sweets shops in Chiang Mai was the good taste. Most of them purchased Thai sweets made from eggs such as Foi Tong, Tong Yip, Tong Yod, Met Kanoon and Kaya. Even though there were many bakeries to choose from, most of the respondents opted to buy Thai sweets because of the good taste. Most of them purchased Thai sweets for themselves 1 to 3 times per month. They usually purchased Thai sweets on weekdays (Monday to Friday). They averagely spent more than 250 Baht per visit. They always purchased from the same shops. The person who had the most influence over their purchasing decision was themselves. Their friends or acquaintances recommended Thai sweets shops for them. If there were Thai sweets shops operating in the same manner as a bakery, with spaces to relax while drinking tea or coffee, they would definitely purchased from such places. They would like these shops to be decorated in a contemporary-Thai style. As a result of the study, the marketing mix affecting consumers towards purchasing Thai sweets from Thai sweets shop in Mueang Chiang Mai district at a medium level were Product, Promotion, Price, and Place respectively. The sub factors for marketing mix affecting consumers towards purchasing Thai sweets from Thai sweets shop in Mueang Chiang Mai district with the highest average were as followed: For Product, the highest average was for the fact that Thai sweets tasted good. For Price, the highest average was for the fact that the pricing was suitable for the quality of the sweets. For Place, the highest average was for the convenient location of the Thai sweets shops. For Promotion, the highest average was for the pleasant service of the staff.