พฤติกรรมและทัศนคติของผู้บริโภคน้ำส้มพาสเจอร์ไรซ์ ในอำเภอเมือง จังหวัดเชียงราย

Abstract

The objective of this study was to study consumption behavior and consumer attitude towards marketing mix of pasteurized orange juice and analyze the factors affecting the attitude of consumers towards the marketing mix of pasteurized orange juice. This research paper is a survey research. Data were collected from consumers of pasteurized orange juice in Mueang Chiang Rai District. Chiang Rai Province, 400 people. The statistics used in the research were mean and standard deviation, chi-square, and one-way anova with significance at .01 and .05 levels. The results of the research found that most of the consumers were female with the age range of 21 - 30 years and the age range 41 - 50 years, having a bachelor's degree, single status, being a student, and engaged in business/trade. and earn no more than 5,000 - 20,000 baht. There are many brands of pasteurized orange juice circulating in buying behavior, but the Tipco brand is the most popular because it is a fruit juice that offers benefits, with 250 ml being the highest as it is a size suitable for one-time consumption. By giving reasons for choosing to drink pasteurized orange juice that helps with the digestive system which is a decision by himself alone By buying it on the occasion of meeting family, friends or acquaintances who regularly eat pasteurized orange juice. and popular to buy pasteurized orange juice in plastic bottle packaging during 12.01 - 15.00 hrs., price 11 - 30 baht/bottle, the highest amount of 2 bottles/box. Consumers' attitude towards the marketing mix of pasteurized orange juice found that the consumers' attitude towards the marketing mix of pasteurized orange juice was at a high level in terms of products, prices, distribution channels. and marketing promotion. The personal factors affecting the attitude of the sample consumers towards the marketing mix of pasteurized orange juice found that the factors affecting the attitude of the sample consumers were mostly females aged under 20 years and Age 51 - 60 years old, education is lower than high school/vocational up to a master's degree or higher, marital status, working as a company employee and earning 5,000 - 40,001 baht or more, has a good attitude towards pasteurized orange juice. Behavior and Attitudes of Pasteurized Orange Juice Consumers in Muang District Chiang Rai Province influences consumers in Chiang Rai Province. This reflects that it can help entrepreneurs or those doing business with orange juice pasteurization to use the information as a guideline for adjusting their marketing strategy with an emphasis on orange juice products. Because the sample consumers pay attention to pasteurized orange juice products that are made from 100% pure orange juice. Therefore, the production of pasteurized orange juice should be made from 100% pure orange juice with a plastic bottle packaging. As the main target group is a group of people who drink regularly to maintain health, 100% fruit juice has detoxification and cleansing properties, which perfectly meets the main target group of this study. Next is the price, which is priced from 11 - 30 baht/bottle, which is a price that is suitable for the quantity and quality of pasteurized orange juice. The distribution channel The behavior of the sample consumers, most of them choose to go to 7-11 convenience stores, which are convenience stores all over Thailand. Therefore, they should choose a location where consumers can easily find them. convenient access to the distribution area And there is enough parking space to accommodate. and marketing promotion Should focus on presenting promotions, either monthly or during various festivals such as discounts, exchanges, giveaways, or organize Flash sale activities through various offline and online media channels. To attract new and old customers to know more about our orange juice products.