ส่วนประสมการตลาดที่มีผลต่อผู้ประกอบการร้านขายก๋วยเตี๋ยว ในอำเภอเมืองเชียงใหม่ในการซื้อเส้นก๋วยเตี๋ยวเส้นสด

Abstract

This independent study aimed to study marketing mix affecting entrepreneurs in Muenag Chiang Mai district towards purchasing fresh noodle. Populations of this study were identified, according to the random sampling method, to 200 entrepreneurs of noodle shops in Mueang Chiang Mai district who used fresh noodle as an ingredient of their main products. Questionnaires were used as the tool to collect data. Data obtained were, then, analyzed by the descriptive statistics, which included frequency, percentage, and means, and the analysis of variance. The findings presented that most respondents purchased the fresh noodle from manufacturers (46%).The main criteria in choosing product distributor were the delivery service, the fair price, and the variety of products. Marketing mix affecting the entrepreneurs of noodle shops in Mueang Chiang Mai district towards purchasing fresh noodle were listed as follows: place, product, price, and promotion, respectively. Hereafter were shown the top ten sub-elements, as listed respectively according to the mean values, that affected the respondents towards purchasing fresh noodle: the product freshness (product factor), the product cleanliness and safety (product factor), the flexibility to determine order quantity as needed (place factor), the availability of telephone order (place factor), the accurate product delivery according to the order (place factor), the punctuality of product delivery as determined (place factor), the manner and the services of salesperson (promotion factor), the reasonable price comparing to its quality (price factor), the noodle textures (sticky and soft) (product factor), and the product taste (product factor).