ปัจจัยที่มีผลต่อการตัดสินใจซื้อมะนาวไร้เมล็ด พันธุ์ตาฮิติของผู้ประกอบการธุรกิจร้านอาหาร ในเขตอำเภอเมือง จังหวัดพิษณุโลก

Abstract

The objective of this study was to look at how restaurant owners made decisions about seedless Tahiti limes. A questionnaire was utilized to collect data from 100 restaurant owners using a specific sample strategy in order to assess the marketing mix aspects influencing seedless Tahiti lime purchasing behavior. Descriptive statistics like frequency and percentage were used to analyze the data.

The researcher separated restaurant owners into two groups in this study: those who used seedless Tahiti seedless limes and those who used other kinds. The majority of them used other kinds of limes.

The results of the study found that most of the restaurant owners from both groups were female with a bachelor's degree, age under 30 years old and between 31 and 40 years old. Most of them are selfemployed and operate a business for a duration of 1-3 years. There is a reason why seedless Tahiti limes have not been widely used: most people are unaware of its characteristics and properties. However, there is growing interest in seedless Tahiti limes for use in cooking and beverages.

According to the results of this study, both groups of restaurant owners mostly purchase for the aim of flavoring food and decide to shop on their own, which is usually done between 7.00 and 15.00 hours. Restaurant owners that pick seedless Tahiti limes buy just 1-3 times per month and more than 10 times per month on average, whereas the restaurant owners who used other kinds of limes had a buy frequency of more than 10 times per month, both restaurant owners kept the majority of their limes purchases at 6–10 kilograms and used the same amount of lime per time, 1–5 kilograms. Furthermore, restaurant owners who used seedless Tahiti limes frequently purchase them from department stores, without a delivery service. Unlike the majority of restaurant owners, who prefer to buy other kinds of lime from the market that does not provide delivery. Restaurant owners who utilize seedless Tahiti limes frequently buy them because they are seedless, and came in the clear plastic bag with holes packaging.

From the restaurant owners' prioritizing of lime purchases, it was discovered that the emphasis on purchasing limes by restaurant owners in both groups was found to be moderate. The most essential consideration in deciding to buy limes was the amount of water, followed by the sour taste, and last the size of the lime

A research of marketing mix elements influencing the purchasing of seedless Tahiti limes found that all aspects of the marketing mix were given high priority by both groups of restaurant owners. The greatest total average was for the price element, which was followed by the product aspect, distribution channels, and marketing promotion.

Based on the study, the researcher recommends that producers, farmers, and distributors of Tahiti limes and other types of limes consider the harvesting period in relation to the ripeness of the limes. As a result, a lime with the attributes desired by restaurant owners is produced. Prices should be determined by the quality and quantity of the product. To boost confidence in the production, distribution channels should be expanded to be more diverse, easy, and easily available to consumers and restaurant owners, as well as introducing a delivery service or picking up products from the farm. Payment options should be added, and we should also encourage people to learn more about limes.