การศึกษาความเป็นไปได้ทางการตลาดของเครื่องล้างผักนาโนบับเบิ้ลขนาดครัวเรือน ในอาเภอเมืองเชียงใหม่

Abstract

This independent study aimed at examine marketing feasibility of Nano-bubble vegetable washing machine for household in Mueang Chiang Mai District. Questionnaires were designed to collect data from 400 samples who were people in Mueang Chiang Mai District. Data obtained were, then, analyzed by percentage, mean, SWOT Analysis, Porter’s Five Force Model and Segmenting-Targeting-Positioning Marketing (STP Marketing). The findings revealed that most respondents were female in the age of 41-50 years old. They were self-employed, housekeeper, farmer and freelancer and earned monthly income at the average amount of 10,001-20,000 Baht. Their education background was Bachelor’s degree. Most of them consumed general food and preferably bought it from general markets. The majority preferred consuming vegetables. In general, they washed vegetables for self-consumption at the quantity of less than 1 kilogram/time and had cooking frequency at 1-5 times/month.Most of them cleaned vegetables by rinsing them through running-water for several times and spent 1-2 minutes in each time of washing. The majority mentioned that if the decision-making in purchasing Nano-bubble vegetable washing machine was required, they themselves would be the one who had an authority to doit. Results of the study presented that the respondents gave a high level of importance to all following factors: product, place, price, and promotion, respectively. In product factor, the first important element that they rated was the quality of product with certified standard. In price factor, the first important element that they rated was the reasonable product price comparing to its quality. In place factor, the first important element that they rated was the product delivery service. In promotion factor, the first important element that they rated was the availability of after-sale services such as maintenance service and motor warranty. According to the classifications of respondents on the bases of age, profession, and average amount of monthly income, the findings presented that all marketing mix factors affected their decision making towards purchasing Nano-bubble vegetable washing machine for household in Mueang Chiang Mai District at high level. Based upon the marketing feasibility study of Nano-bubble vegetable washing machine for household in Mueang Chiang Mai District, it could be summarized that due to the specialty of the company that could respond well to the need of target customers: consumers of chemical-free food and small restaurants with health-care oriented and the trend of majority in the recent days that paid more concerns on health, this studied product, thus, had high marketing feasibility.