ส่วนประสมการตลาดที่มีผลต่อผู้ประกอบการฟาร์มในการเลือกซื้ออาหารสำเร็จรูปสำหรับสุกรในจังหวัดเชียงใหม่

Abstract

This study aimed to examine marketing mix affecting entrepreneurs towards selecting pig feeds in Chiang Mai province. Questionnaires were used as the tool to collect data from 130 swine farm entrepreneurs. Data obtained were analyzed by the descriptive statistics, including frequency, percentage, and mean. Hereafter were shown the summary of the study. The findings presented that most respondents were male in the age of 41-50 years old, married, and graduated in high vocational certificate or diploma. Their average monthly income (net income) was 40,001-60,000 Baht. They operated the medium size of swine farm (with 200-1,000 swine breeders). Their farmed was registered as single owner and had been operated for 5-10 years. Feed that they used in their farms was the ready feed. In general, they purchased only one brand for swine feed, which was C.P brand. Duration that they fed the swine with the ready feed was equally found at 3-4 years and over 6 years. Payment of swine feed was done via credit/installment payment. They purchased the swine feed from agent. People who recommended/influenced them to purchase the ready swine feed the most was the respondents themselves. In their business, the person who owned the procurement authority was the business owner. In each time, they averagely purchased 101-250 bags (weight containing per bag = 30 Kg.) of the ready swine feed, at the frequency of 2-3 times per month, and at the average amount of 50,001-125,000 Baht. Their orders were directly delivered to their farm. Product consultant was considered as the source of information introducing them to get to know the ready swine feed. Their purchasing decision was made upon the well-known brand of product. They satisfied with the swine feed that they currently used and would certainly continue using the swine feed in the future. According to the study on marketing mix affecting the swine farm entrepreneurs towards purchasing swine feed in Chiang Mai province, the results suggested that price factor affected them at high level; while product, place, and promotion factors affected them at moderate level, respectively. Hereafter were shown the top sub-factors of each marketing mix affecting the swine farm entrepreneurs towards purchasing swine feed in Chiang Mai at the highest level. 1) The price factor was the cheap price of product. 2) The product factor was the brand of swine feed. 3) The place factor was the familiarity with distributors. 4) The promotion factor was the discount promotion in a certain period.