ส่วนประสมการตลาดที่มีผลต่อผู้ประกอบการร้านค้าปลีกแบบดั้งเดิมในอำเภอเมืองเชียงใหม่ ในการซื้อน้ำมันปาล์ม

Abstract

This study aimed to examine marketing mix affecting traditional grocery store entrepreneurs in Mueang Chiang Mai district towards purchasing palm oil. Questionnaires were used to collect data from 200 traditional grocery store entrepreneurs who used to purchase palm oil. Data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, and mean. The summary of studied results was showed as follows. The findings presented most respondents were in the position of business owner. They were female in the age of 41-50 years old with high vocational certificate or diploma as the highest level of education. They earned personal monthly income at an average of 40,001-50,000 Baht. They had operated the grocery store at the two blocks of commercial building (approximately 64 square meters) for more than 10 years. They purchased palm oil from more than 5 sources of palm oil distribution or distributors. In a month, the average turnover of palm oil was over than 70,000 Baht and the average expense that they spent for it was 60,001-70,000 Baht. The selected palm oil brand to be distributed in their store was Gaysorn. They mostly purchased it in a bag package. Frequency in purchasing the palm oil was daily, particularly on Monday – Friday during 08.01-12.00 hrs. Reason of selecting the palm oil from different places was to get reasonable price and reason of purchasing the palm oil to be distributed at their store was to serve the customer’s need. They directly purchased the studied product from the repacking manufacturers. Person influencing their purchasing decision the most was the customer. They usually compared the product prices prior to their purchase and did not plan to purchase it in advance. They mostly found the advertisement of palm oil on television and preferred the promotion in a form of cash discount at the highest. They would certainly recommend the selected palm oil to others. The results of the study on marketing mix affecting the traditional grocery store entrepreneurs in Mueang Chiang Mai district towards purchasing palm oil revealed that price and product factors affected their purchase at high level; while promotion and place factor affected their purchased at moderate level, respectively. Hereafter were shown the elements of each factor affecting the traditional grocery store entrepreneurs in Mueang Chiang Mai district towards purchasing palm oil at the highest level. The product factor was the color of palm oil: no color and non-wax. The price was the offer of cheaper price comparing to other distributors. The place factor was the availability of delivery service to any place as needed. The promotion factor was the staff serving customers with courtesy, attention, and enthusiasm.