Please use this identifier to cite or link to this item: http://cmuir.cmu.ac.th/jspui/handle/6653943832/43392
Title: ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในอำเภอเมืองลำปางในการซื้อผักปลอดสารพิษ
Other Titles: Marketing Mix Affecting Consumers in Mueang Lampang District Towards Purchasing Pesticide-safe Vegetables
Authors: จิราวรรณ ฉายสุวรรณ
ภัทรา สุรินทร์วงศ์
Keywords: ส่วนประสมการตลาด
ผู้บริโภค
ผักปลอดสารพิษ
Issue Date: 2557
Publisher: เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่
Abstract: This independent study aimed at investigating marketing mix affecting consumers in Mueang Lampang district towards purchasing pesticide-safe vegetables. Research samplings were identified to 300 consumers of pesticide-safe vegetables in Mueang Lampang. Questionnaires were used as the tool to collect research data; then, all data derived were analyzed by the descriptive statistics, consisting of frequency, percentage, and means. The study indicated that the marketing mix factors which were rated on the overall basis at high level included Product factor (mean of 3.82) and Price factor (mean of 3.61) Place factor (mean of 3.33) and Promotion factor (mean of 3.15) were rated on the moderate level. The top 3 of Product sub-factors which affected the purchasing of pesticide-safe vegetables included health and nutrition from pesticide-safe vegetables (mean of 4.25,) clean and pesticide-safe vegetables (mean 4.21) and fresh and appetizing vegetable (mean 4.15) The top 3 of Price sub-factors which affected the purchasing of pesticide-safe vegetables included presence of clear price tag (mean 3.71,) suitable price (mean 3.70) and various price levels upon the quality of the product (mean 3.65) The top 3 of Place sub-factors which affected the purchasing of pesticide-safe vegetables included well-known supermarket and Hypermarket (mean 3.75,) qualified pesticide-safe vegetables market (mean 3.73) and well-organized market (mean 3.68) The top 3 of Promotion sub-factors which affected the purchasing of pesticide-safe vegetables included arranging the campaigns convincing people to have more pesticide-safe vegetables such as posters and articles (mean 3.35,) arranging the exhibition about the pesticide-safe vegetables to give information and sell product (mean 3.25) and learning the information about pesticide-safe vegetables from relatives and friends (mean 3.22)
URI: http://cmuir.cmu.ac.th/jspui/handle/6653943832/43392
Appears in Collections:BA: Independent Study (IS)

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ABSTRACT.pdfABSTRACT178.77 kBAdobe PDFView/Open    Request a copy
APPENDIX.pdfAPPENDIX346.52 kBAdobe PDFView/Open    Request a copy
CHAPTER 1.pdfCHAPTER 1187.42 kBAdobe PDFView/Open    Request a copy
CHAPTER 2.pdfCHAPTER 2238.64 kBAdobe PDFView/Open    Request a copy
CHAPTER 3.pdfCHAPTER 3239.5 kBAdobe PDFView/Open    Request a copy
CHAPTER 4.pdfCHAPTER 4930.26 kBAdobe PDFView/Open    Request a copy
CHAPTER 5.pdfCHAPTER 5588.4 kBAdobe PDFView/Open    Request a copy
CONTENT.pdfCONTENT145.2 kBAdobe PDFView/Open    Request a copy
COVER.pdfCOVER682.65 kBAdobe PDFView/Open    Request a copy
REFERENCE.pdfREFERENCE173.93 kBAdobe PDFView/Open    Request a copy


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