ส่วนประสมการตลาดที่มีผลต่อผู้บริโภค ในอำเภอเมืองเชียงใหม่ในการซื้อผลิตภัณฑ์เบเกอรี ทางออนไลน์

Abstract

This study aims at measuring marketing mix factors of online bakery product which influence the purchasing decision of consumers living in Mueang Chiang Mai. Three hundred participants who buy bakery product through social media were collected. Collected data were analyzed by using descriptive statistics such as frequency, percentage, and mean. Moreover, inferential statistics were also applied by comparing mean between two groups of participants in order to examine significant difference through marketing mix factors categorized by gender. Then, One-Way ANOVA was used to test mean significant difference through marketing mix factors categorized by age, average monthly income, and expense on purchasing online bakery product once. The study result reveals that most participants are women and their ages are between 21 and 25 years. They are university students and their monthly income is around 10,001 – 20,000 baht. Most of them said that they buy cake, brownie, and bread twice a month which is not more than 100 baht through online bakery shop. However, most participants buy those products from normal bakery shops, coffee shops, and department stores. The purposes for buying the bakery products are for personal preference, souvenirs, and gifts for special occasion or festive respectively.

Overall, the result of marketing mix factors of online bakery product which influence the purchasing decision of consumers living in Mueang Chiang Mai was showed from the average mean arranged in ascending order such as personal service, channel of distribution, privacy, product, price, and marketing support respectively. For each factor that was showed the highest mean in each category are as following. First is personal service which means that a seller should be humble and friendly. Next is channel of distribution which means that a seller should send a product on time. Another factor is privacy. A seller should not share personal information of a buyer without permission. Forth is product which should be tasty. Fifth is price which should be reasonable. The final category is marketing support. Product information should be spread widely from a consumer to others. The comparison between mean significant differences of marketing mix factors of online bakery product which influence the purchasing decision of consumers living in Mueang Chiang Mai was depicted as following. Although consumers who buy online bakery product have different genders, the important rates of product, price, channel of distribution, marketing support, privacy, and personal service are not different. Consumers who have different ages rated product, price, channel of distribution, marketing support, privacy, and personal service differently. Consumers who have various monthly income rated product, price, marketing support, privacy, and personal service differently. However, they rated channel of distribution indifferently. Consumers who pay various price once rated product, privacy, and personal service differently. On the other hand, price, channel of distribution, and marketing support were rated indifferently.