การทดสอบแนวคิดส่วนประสมการตลาดต่อผู้ใช้ผลิตภัณฑ์น้ำตบที่ผลิตจากชาสกัดด้วยนวัตกรรมจุลินทรีย์

Abstract

This study aimed at examining marketing mix concepts towards consumers of innovative microorganism extracted tea leaf water essence. Data were gathered from questionnaires distributed, according to the purposive sampling, to 400 female consumers who used to use or were recently using the water essence products and who purchased the products at a cosmetic counter at a department store in an area of Mueang district, Chiang Mai province. Questions of the questionnaire were mainly developed based on information obtained from relevant theories and researches. Data acquired were, then, analyzed by the statistics i.e. frequency, percentage, mean, and standard deviation, along with the T-Test, F-Test, and LSD. Results of the study on general information of the water essence consumers and their behavior revealed that the majority of consumers were 30-40 years old with education background in Bachelor's degree. They were self-employed and earned personal monthly income of 25,000 Baht or more. They decided to purchase the water essence product mostly from its properties and the most required property was to increase facial skin moistures. They mostly purchased the water essence product in the 51-100 ml. size, of which the price range was 1,001 to 1,250 Baht per a bottle, every one month for personal use. They applied it together with other facial skincare products in the morning and the evening after facial cleansing. They paid their c erns on production process, raw materials and chemical components of the water essence products. Results of the study on opinions of the water essence consumers towards marketing mix concepts of innovative microorganism extracted tea leaf water essence indicated that the consumers agreed that properties of the studied product should be different and better than general water essence products. 40% of them definitely agreed to take the innovative microorganism extracted tea leaf water essence on trial. The results also suggested that the income, as one of the aspects in personal factor, affected level of customer's opinions towards marketing mix concepts of the innovative microorganism extracted tea leaf water essence. Hereafter were presented the results of the study on opinions of product consumers towards marketing mix of the innovative microorganism extracted tea leaf water essence. The sub-factor with the highest level of agreement was the logo's design which was derived from alphabets of the brand's name; in contrast, the sub-factor with the low level of agreement was a single advertising channel on Facebook page. Other sub-factors were rated at high level of agreement. According to the study of personal factor by classifying the consumers by age groups, the results demonstrated that the consumers in different age groups had different opinion level at 0.05 level of statistical significance towards following aspects: water essence containing bottle; product box package; logo; distribution channel; a single advertising channel on Facebook page; and product introduction of salespersons. In the meanwhile, for the study of personal factor by classifying the consumers by income ranges, the results presented that the consumers in different ranges of income had different opinion level at 0.05 level of statistical significance towards following aspects: product properties; water essence containing bottle; logo; containing size of each bottle; price; distribution channel; and product introduction of salespersons.