ความคาดหวังของลูกค้าธุรกิจในอำเภอเมืองเชียงใหม่ต่อกิจกรรม ส่งเสริมการตลาดของผู้นำเข้าไวน์

Abstract

The purpose of this independent study was to study the expectation of business customers in Mueang Chiang Mai District towards marketing promotion activities of wine importers. The questionnaire was used to collect data, and descriptive statistics as frequency, percentage and mean were used to analyze the data. The result revealed that all wine businesses had imported wine from 2 main wine importers. The amount of purchasing wine was 40,001 – 70,000 baht per month, the duration to proceed the business was 1 – 5 years and more than 20 years. The person who made a decision regarding ordering wine was men, aged between 31 – 40 years, educated at bachelor degree level, and was employed as food and beverage manager. The expectation of business customers towards marketing promotion activities of wine importers concerning staff and customers promotion was in highest level, whereas the expectation of business customers concerning dealer promotion, direct marketing, and advertisement was in high level. The sub-factors that contained highest expectation in each marketing promotion activities were as followed: for the staff factor, the staff must know product’s information; for the dealer promotion, there is rewards to the dealers such as arranging annual trip; for the direct marketing, there is product’s information provided on company’s website; for customers promotions factor, there is promotion regarding selling aids; and for advertisement factor, the wine importers arranged other social activities.