ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคเจนเนอเรชั่นวาย ในอำเภอเมืองเชียงใหม่ในการซื้อผลิตภัณฑ์ที่เป็นมิตรต่อสิ่งแวดล้อม

Abstract

The purpose of this independent study was to study the marketing mix affecting generation Y consumers in Mueang Chiang Mai District towards purchasing environmental-friendly products. The questionnaire was used to collected data. The respondents of this study were customers who purchased environmental-friendly products for the last 6 months, and were generation Y people who were born between B.E. 2520 – 2537 in Mueang Chiang Mai District. Descriptive statistics as frequency, percentage and mean were used to analyze the data. The study found that respondents were single, educated at bachelor degree level with a salary between 10,001 to 15,000 Baht, and were employed by private companies. The most chosen environmental-friendly product that the respondents purchased was shower gel. The most popular chosen brand was Oriental Princess, which was known by familiar one and product’s brochure. The objective for purchasing products was for oneself, and the product was familiar brand. The reason for changing new brand was because wanting to try new brand. The respondents were willing to pay higher price for environmental-friendly products approximately 20 percent. According to the studying results, it was found that the highest elements of each marketing mix affecting generation Yconsumers in Mueang Chiang Mai District towards purchasing environmental-friendly products were shown as follows. The highest element of product factor, which was rated for its impact at highest level, was the good quality of the product. The highest element of price factor, which was rated for its impact at high level, was the price that was suitable to the quality of products. The highest element of distribution factor, which was rated for its impact at high level, was the location that was in the department stores. The highest element of promotion factor, which was rated for its impact at highest level, was providing useful information to the customer.