ส่วนประสมการตลาดที่มีผลต่อลูกค้าองค์กรของบริษัทอะเมริซีด อินเตอร์เนชั่นแนล จำกัด ในการซื้อเมล็ดพันธุ์ดาวเรือง

Abstract

The purpose of this independent study was to study the effect of the Marketing Mix Affecting Business Customers of Ameriseed International Company Limited Towards Buying Marigold Seeds. By using the concept of Marketing Mix which consisting of Product, Price, Place and Promotion. Questionnaire was used as a tool to collect the data from the sample of 200 corporate consumers and analyzed by Frequency, Percentage and Mean, including the use of ANOVA to study Marketing Mix Affecting Business Customers of Ameriseed International Company Limited Towards Buying Marigold Seeds. The study found that most of the respondents were in Asia continent and was in a position of managing director or owners. The business model was sole proprietorship. The registered capital of the company was 1-5 million baht. The type of business was Distributor. The operating period of the business was between 2-5 years. The number of customers of the business were 101 - 150, the average monthly product sales (seeds) were 50,001 - 100,000 seeds. The types of customers were retailers and consumers who were interested in ordering marigold seeds in Tagetes Erecta species. The place to resold was their own shop which had a proportion of distribution only within the country and most of them do not have their own brand. For the finding of the Marketing Mix Affecting Business Customers of Ameriseed International Company Limited Towards Buying Marigold Seeds. It was found that the overall average was moderate. The respondents gave the most importance to Product, as for the reputation and credibility of the company's brand. For Price, as being cheaper than other brands and offering discounts. For Place, as being able to order in variant ways such as telephone and website. For Promotion, as sales staff can offer advice, giving clear information and was courteous. When comparing the differences of Mean levels of importance to the sub-factors of Market Mix classified by continents, it was found that sub-factors of Product aspect classified by continents were different which were varieties of marigold seeds to choose from, the marigold seeds that meet the type needed. The stocks were available for sale. The packaging was beautiful and modern, the picture of the species was clearly display on the packaging. The package size per sachet is appropriate to the needs. There was a policy to return or exchange products and product warranty. For Price aspect, sub-factor classified by continents differs in terms of providing an appropriate credit term. For Place aspect, sub-factors classified by continents were different, namely the cleanliness of the shop, keeping contact with public relations to provide information of sales and follow-up on the order results regularly. For Promotion aspect, sub-factors classified by continents were differences in advertising through various media such as Facebook and Instagram, through flower show booths, magazines, catalogs, direct sales by sales staff and field visits. Organizing incentive promotions such as discounts, redemptions, giveaways, and after-sales service via telephone and the company's website. The manufacturing company had community voluntary activities. The difference was statistically significant at the 0.05 level. When comparing the differences of Mean levels of importance to the sub-factors of the Marketing Mix classified by forms of business, it was found that Product sub-factors classified by forms of business were different, which were the availability of products, the picture of the marigold species was clearly display on the front of the packaging and the package size per sachet is appropriate to the needs. There was no difference in Price sub-factor classified by forms of business. For Place sub-factors that classified by forms of business were different, which was the shop’s location was near home or work. Sub-factors of Promotion which classified by forms of business were no difference at statistical significance at the 0.05 level. When comparing the differences of Mean levels to Marketing Mix sub-factors classified by purchasing period, it was found that Product sub-factor classified by purchasing period were different, which were varieties of marigold seeds to choose from, marigold seeds that meet the type needed and marigold seeds that were different from other company. The reputation and credibility of the company's brand. The stocks were available for sale, the picture of the species was clearly display on the packaging. The package size per sachet is appropriate to the needs. For Price aspect, sub-factor classified by purchasing period differs in terms of providing an appropriate credit term. Place sub-factors classified by purchasing period were different, namely the cleanliness of the shop and the location that near home or work and keeping contact with public relations to provide sale information regularly. For Promotion sub-factor classified by purchasing period were difference, which were joining the flower show, providing magazines or catalogs and giving promotion incentive, such as discounts, exchanges, giveaways with a statistically significant difference at the 0.05 level.