ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในอำเภอเมือง เชียงใหม่ ในการซื้อผลิตภัณฑ์เซรามิกประเภทเครื่องใช้บนโต๊ะอาหาร

Abstract

The objective of this independent study was to study marketing mix affecting consumers in Mueang, Chiang Mai District towards purchasing ceramics tablewares. The research data was collected by 400 samples with questionnaires. The data was analyzed by using descriptive statistics namely frequency, percentage and mean. In addition, the inferential statistics by t-test and One-way ANOVA were also applied in order to find differences between sample groups are gender, incomes, and objective. The results of research revealed that most of respondents’ questionnaires were female in the age between 21-30 years old and single. There were graduated in Bachelor’s degree, work as government officer, had average incomes between 10,001 – 20,000 Baht, consumer spending rationally buy only products that provide good value for money. It revealed that most of respondents bought tableware as using daily life. The purchase average volume of 1-2 pieces, the frequency of purchases in the past year 1-2 times per year. Expenses for buying amount 500-1,000 Baht. Most decide to purchase ceramics tableware by yourself. Retail is the place where selection of ceramic tableware. The questionnaire respondents to the research regarding “Marketing Mix Affecting Consumers In Muang, Chiang Mai District Towards Purchasing Ceramics Tableware” revealed at the high level all factors of Marketing Mix. The first important factor is Product; in sub-factor of Functional, the second factor is Price; in sub-factor of the reasonable prices. The third factor is Place; in sub-factor of the ease of access to the store. The fourth factor is Promotion; in sub-factor of the interesting’s promotion such as price selling or giveaway. The result of problem in purchasing decision of ceramics tableware: price factor, promotion factor, place factor, and product factor respectively. The result of comparison differences between mean sample groups of Marketing Mix Affecting Consumers In Muang, Chiang Mai District Towards Purchasing Ceramics Tableware revealed that there are differences some sub-factors of Marketing Mix in gender, incomes and objective.