การปรับตัวของกลุ่มผู้ประกอบการกลุ่มถนนสายไม้ อำเภอสันป่าตอง จังหวัดเชียงใหม่

Abstract

This study has the objectives to examine the economic and social impact of carving entrepreneur groups in San Pathong District, Chiang Mai Province from economic and social crises. It also includes adjustment of entrepreneur groups in Marketing Mix from these crises. This study was collected data by interview entrepreneur group’s 86 representative sample members. The analysis was performed upon the results of descriptive statistics and using Likert Scale to evaluate economic and social impact level. The investigation found carving entrepreneur groups got high impact from economic impact such as lower income, lower expenses in daily life, higher debt. On the other hand social impact was also high such as high stress that bad for both physical and mental health. In investigation adjustment part, 86 representative sample members, there were 48 members (56% of the all) who adjust their business in Marketing Mix and 38 members (44%) who didn’t adjust their business. The factor in Marketing Mix that adjusted entrepreneur groups choosing first is Price, all 48 members (100%). Second is Product, 38 members (79.2%). Third is Place, 18 members (37.5%) Fourth is Promotion, 11 members (22.9%)