การประเมินความสามารถในการแข่งขันของโรงงานน้ำแข็งพีเอส จังหวัดลำปาง

Abstract

The purpose of this study is to competitiveness evaluation of PS ice factory, Lampang province. The data was collected by using questionnaires. By interviewing 230 customers of PS ice factory in Lampang province, the data were analyzed using descriptive statistics such as frequency, percentage and mean. According to the study results, it was found that most of the respondents were female. Aged between 31-40 years. Business owners. Type of business are restaurants. In business more than 10 years. Beena customer of PS ice factoryfor6-9 years. Average ice orders for the business (per month) less than 10,000 baht. Buy from the PS ice factory every day. What typeof ice do youorder from the PS ice factory, Small ice cubes, Order quantity of ice from PS ice factory, 1 bag / day, channels to know the PS ice factory from the introduction of guides and ice storage service. This is the reason for choosing to buy ice from thePS ice factory. The results of the study showed that the level of importance of the marketing mix of the PS ice factory, Lampang province. The average level of importance was at the highest level in terms of product side and distribution channel. And the average level of importance of marketing mix at medium level is price and marketing promotion. The results of the study showed that the level of customer satisfaction towards the marketing mix of the PS ice factory, Lampang province. The average level of satisfaction is at the high level which is the product side. And the marketing mix with the average level at medium level, namely price, distribution channel and marketing promotion, respectively. When analyzing with IPA technique (Importance-Performance Analysis Model), it was found that the marketing mix of the PS ice factory, Lampang province which is in quadrant B is the product side. The marketing mix in quadrant C is the price, distribution channel and marketing promotion. And the sub factors in quadrant A, which are of high importance. But the customers did not get the satisfactory level of service i.e. the price was reasonable for the quality. Location of the ice factory is easy to reach. Clean ice transport truck. Driver delivered the ice with good service. Good human relations and credit to customers in installments.