ส่วนประสมการตลาดที่มีผลต่อลูกค้าองค์กรในจังหวัดเชียงใหม่ในการตัดสินใจซื้อบะหมี่

Abstract

The purpose of this independent study was to investigate the Marketing Mix affecting organizational customers in Chiang Mai province towards the decision to buy egg noodles. The data were collected by using questionnaire. The sample consisted of 270 stores, 70 of which were retail stores that sell noodles products and the other 200 were restaurants that use noodles as one of the ingredients in Mueang and nearby districts of Chiang Mai. By using the concept of Marketing Mix and organizational marketing factors that affects the decision to buy egg noodles. Descriptive statistics used for analysis were frequency, percentage, mean and inferential statistics to analyze the differences between groups with statistics T-test by business type. For the study of Marketing Mix affecting organizational customers towards decision to buy egg noodles, the results found that the Marketing Mix that had the most significant amount of effect was Place. Significant effect were Product and Price. And the moderate effect was Promotion. The sub-factors with the highest averages in each aspect were as follows: For Product, it was cleanliness and safe to consume. The price was the price that is appropriate for the quality. The Place was the ability to find products easily and the Promotion was offering discounts / giveaway products. As for the study of Marketing Mix affecting organizational market towards decision to buy egg noodles, the results found that the organizational market factors that had significant amount of effect were Organizational factor, Environmental factor and Personal factor, respectively. The factor that had a moderate effect was the Interpersonal Relationships factor. The sub-factors with the highest averages in each aspect were as follows: For the Environmental factor was the season. The Organizational factor was the standard of ingredients used or sale. For Interpersonal Relationships factor was the ability of people involved in the business to make purchase decision. Personal factor was the position of people involved in the business. The comparison of Marketing Mix affecting organizational customers towards decision to buy egg noodles between retail stores that sell egg noodles products and restaurants that use egg noodles as ingredient revealed that the Marketing Mix elements were similar in two aspects: place and promotion. But it had a different impact on the decision to buy noodles in terms of product and price. In term of organizational market factors, there was no difference in three factors which were the environment factor, interpersonal interaction factor, and personal factor. However, it was difference in terms of organizational factor.