พฤติกรรมและความพึงพอใจของผู้บริโภคต่อส่วนประสมทางการตลาดของน้ำผลไม้พร้อมดื่มตราราชมงคลและตราอื่นๆในจังหวัดลำปาง

Abstract

The objective of this research was to study the purchasing behavior and satisfaction of 400 consumers in Muang District, Lampang Province towards ready to drink fruit juice from Rajamangala brand and the others. Their problems and suggestions on buying selection were also investigated. Descriptive statistic was used to analyzed percentage and mean. The result showed that most of respondents were female at the age between 20 to 50 year old and graduated bachelor degree. They were single status and worked as government officials with a salary of 10,001-30,000 baht per month. Consumer behavior towards mulberry juice of Rajamangla brand was mostly purchased for their own consumption and bought at shop store of Agricultural Technology Research Institute, which was known from exhibition booth. In case of other ready to drink fruit juice, most consumers realized on their health and therefore preferred to buy orange juice made in Tipco brand packing in 1,000 mL laminated tetrabrik box, which sale at the convenient store. Factors relating to consumer satisfaction on marketing mix of fruit juice product were studied. The result found that consumer had most satisfaction on nutritional data of the products and safety certification mark. In a variety of packaging consumer were less satisfaction with Rajamangala brand as opposed to the others branded. The price for both branded with the same moderate level of satisfaction. In addition, The preferred to product distribution of convenient buying consumer had more satisfaction of other brand than Rajamangala brand. The marketing promotion of product advertisement that consumer had more satisfaction of other brand than Ralamangala. Development of marketing strategies of Rajamangala fruit juice brand can be concluded that more flavors and create an identity for a healthy juice by information distribution on product labels and leaflets. Furthermore, A beautifully designed products label and price tag on products, more distribution channels for target group and advertisement, promotion of the product by price discount in product release and festival.