ความพึงพอใจของลูกค้าในจังหวัดเชียงใหม่ต่อส่วนประสมการตลาดของน้ำดื่มนิววัน

Abstract

The objective of this independent study was to Satisfaction of Customers in Chiang Mai Province Towards Marketing Mix of NewOne Drinking Water. The data was collected from 217 NewOne drinking water customers as the sample group by using questionnaire. The data was then analyzed using descriptive statistics, namely frequency, percentage, mean and standard deviation. The results of the study showed that most questionnaire respondents were male, more than 60 years old, with Bachelor’s degree. They were business and personal business employees, with monthly salary of lower 15,000 baht. The most customer groups of NewOne drinking water were customer groups. The most corporate customer were offices/government agencies/banks/ educational institutions. They consumed other brands because cleanliness of drinking water and they chose Singha brand drinking water. They will change their drinking water when the transport staff failed to deliver water in a row and lacked of consistency or not on time. They paid by cash and the total buying cost of NewOne water were less than 100 baht/time and 101-200 baht/time. The most consumption customers have number of their household were 3-4 persons. They Knew about NewOne drinking water because their neighbor recommended. The total buying cost of NewOne water was less than 100 baht/time They did not buy any other brands. They consumed other brands because it’s easy to find and buy for self consumption. The most questionnaire respondents consumed NewOne water because a delivery service available. They used the white gallon packaging, volume 20 liters and they ordered 1 time/week. They used NewOne drinking water more than 13 years and they will recommend NewOne drinking water to friends. Including, they agree with the new product and definitely use this product volume 600 ml. When considering the level of expectation for marketing mix of NewOne drinking water, it was found that the customers ranked their overall expectation for marketing mix of NewOne drinking water were high level, with the average of 4.38. The customers expected the highest marketing mix in product followed by price, place, and promotion. On the part of satisfaction, it was found that that the customers ranked their overall satisfaction for marketing mix of NewOne drinking water were high level, with the average of 4.19. The customers satisfied the highest marketing mix in product followed by place, price, and promotion. When comparing the level of expectation and satisfaction with marketing mix and analyzed by IPA technique at the intersection of 4.19, 4.38, it was found that marketing mix were product, price, and place in Quadrant B, which means high expectation and high satisfaction; thus the entrepreneur must maintained this. Promotion was in Quadrant C, this means low expectation and low satisfaction; the entrepreneur does not have to pay attention to this factor.