ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในกรุงเทพมหานคร ในการซื้อน้ำมันมะพร้าวบริสุทธิ์สกัดเย็น

Abstract

This independent study aimed to study marketing mix affecting consumers in Bangkok towards purchasing virgin cold-pressed coconut oil. Data were collected by the distribution of questionnaires to 250 samples who were population resided in Bangkok, purchased, and used virgin cold-pressed coconut oil. Data obtained were analyzed by descriptive statistics, consisting of frequency, percentage and means. Summary of the studied results was presented as follows. The findings presented that the majority of respondents were female in the age of 25-35 years old, single, worked as company officers/employees, averagely earned monthly income at 15,000-30,000 Baht, and graduated in Bachelor’s degree or higher. The brand of virgin cold-pressed coconut oil that they mostly and frequently purchased was Thai Pure. The first concern that they considered before purchasing virgin cold-pressed coconut oil was given to product quality approach. Purpose of purchasing virgin cold-pressed coconut oil was to nourish the outside health. Person participating in purchasing decision making of the virgin cold-pressed coconut oil was the respondents themselves. They usually purchased the virgin cold-pressed coconut oil when the product was almost finished / finished. In a month, the frequency of purchasing the virgin cold-pressed coconut oil was uncertain. They often purchased the studied product contained in 500 ml. package. In each time of purchase, they spent not over than 500 Baht. Place where they purchased the virgin cold-pressed coconut oil was health-care shops. They learned about the virgin cold-pressed coconut oil from friend. Regarding the study on marketing mix affecting consumers in Bangkok towards purchasing virgin cold-pressed coconut oil, the findings showed that in an overview, the respondents paid high level of concerns to factors namely product, price, promotion, and place, in orderly. The top element of each factor that they paid the highest level of concern on was listed hereafter. In product factor, the top concern was to have standard certification marks. In price factor, the top concern was reasonable price comparing to its quality. In promotion factor, the top concern was advices provided by salesperson. In place factor, the top concern was the location of distribution place, where was located near residence/workplace, respectively.