การตอบสนองของผู้ซื้อในอำเภอเมืองเชียงใหม่ต่อส่วนประสม การสื่อสารทางการตลาดของผักออร์แกนิก

Abstract

The objective of this independent study was to study the marketing communication mix affecting organic vegetables consumers in Mueang Chiang Mai District. The Nonprobability sampling was used to collect the data from purposive sampling distributed to 400 vegetables consumers in Mueang Chiang Mai District. The data was then statistically analyzed in the descriptive method using frequency, percentage and mean. Hereafter were shown the research results. It was found from this study that majority of the respondents were 16 - 25 female, being students with Bachelor's degree or equivalence, earning monthly income at less than 10,000 in average. The duration of decision making was immediately when knowing advertising media directly or at shop shelves. The persons who had the most influence were the respondents. The reason of considering of purchasing organic vegetables was a chemicals safety issue. According to the study, its results as classified by each term of marketing communications that influenced to those organic vegetables consumers in Chiang Mai District, could be shown as follows; In terms of Advertising, the television commercials had the most influence to all responsive approaches of AIDA model and it also had the most influence to the attention and the information interest approaches. The mean values were ranked at high level. In terms of Sale Promotion, it was found that the "Buy 1 Get 1 Free" promotion had the most influence and it also influenced all the responsive approaches of AIDA model at high level. The Attention and the information interest approaches of Sale Promotion were ranked at the highest level. In terms of Public Relations and Dissemination, it was found that every influencing approaches of AIDA model had the mean values at medium level. The dissemination and participation through social media such as Facebook, Instagram and Line had the most influence to the Attention and information interest approaches. The display of merchandise such as exhibit booths had the most influence to the Desire of consumers. In terms of Personal Selling, it was found that the reliable and experienced staffs had the highest influencing approaches and it also influenced all responsive approaches of AIDA model at high level. The Attention and the information interest approaches of Personal Selling were ranked at the highest level. In terms of Direct Marketing, the information through websites, Facebook Fan Page and Electronic Marketing had the most influence to all responsive approaches of AIDA model. This information had the most influence to the product interest approach of Direct Market, of which its mean values were ranked at medium level.