การเปรียบเทียบส่วนประสมการตลาดของร้านค้าปลีกแบบดั้งเดิมและสมัยใหม่ที่มีผลต่อผู้บริโภคในการซื้อข้าวหอมมะลิในจังหวัดเชียงใหม่

Abstract

This study aimed to examine marketing mix factors of traditional retails and modern trades affecting consumers towards purchasing jasmine rice in Mueang Chiang Mai district, Chiang Mai province. Findings of this study were then used for product/service planning and improving processes as well as formulating marketing strategies and activities in response to the need of consumers and the current competition. According to the convenience sampling method, 450 consumers who purchased jasmine rice for self-consumption from traditional retails and modern trades were selected to complete the online survey, of which questions were developed from theories and studies related. Data obtained were analyzed by the following statistics: frequency, percentage, and T-test. In general information section, the results demonstrated that 68.7% of respondents were female and 31.3% were male. The majority or 44.2% was in the age of 23-40 years old and 82.9% of them had education background in a lower level than bachelor's degree. 60% of them held married status and 34.0%, which was considered as the majority, worked as private company employee. 55.3% of respondents earned monthly income at the average amount of 15,001-30,000 Baht and 85.6% of them resided in Mueang Chiang Mai district. Results of the study on consumer's behavior towards purchasing jasmine rice presented that most respondents purchased the jasmine rice at once in month. In each time, they averagely purchased 3 kilograms of the jasmine rice, each of which costed around 36-40 Baht. For those who purchased the jasmine rice from the traditional retails, they purchased it at a grocery store; in the meanwhile, for the those who purchased the jasmine rice from the modern trades, they purchased it at a branch of mini-Big C. Brand of the jasmine rice that they frequently purchased for self-consumption the most was Mah Boonkrong with the reason of rice quality (cleanliness; impurity free; and being fluffy when cooked). The respondents agreed that in the process of selecting purchasing channel, they themselves was the most influencing person; while discount was the most influencing promotion. The most frequently found problem in purchasing the product from traditional retails was a lack of promotion; while the most frequently found problem in purchasing product from modern trades was a lack of parking area.Hereafter were shown results of the comparative study on level of opinion towards marketing mix factors of traditional retails and modern trades affecting the consumers towards purchasing jasmine rice in Mueang Chiang Mai district. For the purchase of jasmine rice from the modern trades, the respondents rated their opinion at high level to marketing mix factors namely physical evidence and presentation, product, price, promotion, process, and people; but at moderate level to place factor. For the purchase of jasmine rice from the traditional retails the respondents rated their opinion at high level to marketing mix factor namely people; but at moderate level to process, price, physical evidence and presentation, and place. In this case, product and promotion factors were rated at low level.Regarding the comparative study on level of opinion towards marketing mix factors of traditional retails and modern trades among different groups of respondents, the findings presented that among the respondents who were male; who were under 2 3 years old; who were single/widow/divorced; and who resided in Mueang Chiang Mai district, their opinions towards people factors in both traditional retails and modern trades were indifferent; but for other factors, the differences were found at 0.05 level of statistical significance. For the respondents who resided in an area outside Mueang Chiang Mai district, their opinions towards process factors in both traditional retails and modern trades were indifferent; but for other factors, the differences were found at 0.05 level of statistic significance. For the respondents who were female; who were over 41 years old; and who were marred, their opinions towards all marketing mix factors of both traditional retails and modern trades were differently found at 0.05 level of statistical significance.