ความพึงพอใจของลูกค้าในอำเภอเมืองลำปาง ต่อส่วนประสมทางการตลาดของน้ำดื่มเขลางค์ทอง

Abstract

This study’s objective is to study customer’s satisfaction towards marketing mix of Khelangthong Drinking Water to observe the satisfaction with the marketing mix. Collect the data from 400 Khelangthong’s customer were selected by convenience random sampling method and using surveys to collect data and analyze them statistically by percentage, frequency, average, standard deviation and the IPA technique. The study is showed that of all the 400 subjects that took the survey consisted of 169 business owners and 231 regular customers, the majority was female age 50-60. Most subjects have a Bachelor’s Degree and owns business earning around 10,001 to 30,000 THB. The majority of the subjects was found to be regular customers who lives in houses, apartments or flats more than those who are business owners. There were 3-4 residents and mostly consume the 950 cc. bottles (white translucent bottles). The frequency of the order is monthly with cash payment. In addition, the consumption behavior of the business owners viewed hygiene as the deciding factor when choosing the Khelangthong’s service 1-2 times per week, mostly 20L gallons (white translucent gallons) with 70-100 THB worth for each order paid in cash. When considering the expectation level towards the marketing mix of Khelangthong drinking water is high in all aspects which can be sorted as follows; distribution channels, marketing promotions, products and price respectively. When considering the satisfaction level towards the marketing mix of Khelangthong drinking water is high in all aspects which can be sorted as follows; distribution channels, products, price respectively and marketing promotions. When comparing the expectation and satisfaction towards the marketing mix of all 4 sides using the IPA (Importance-Performance Analysis) technique at axis (X = 4.17) and axis (Y= 4.08) ranks high in all aspects which can be sorted as follows; The highest is distribution channels next are products, price and marketing promotions respectively. These can be categorized according to the properties in each respective quadrants as follows; Quadrant B is where customers are satisfied and the producer should maintain the efficiency of these aspects which are distribution channels, Quadrant C is where Khelangthong doesn’t have to worry about these aspects which are product and price, Quadrant D is where these aspects can be utilized in other useful ways which is the marketing promotion. The study showed that Quadrant A in which the business must address and improve immediately is the products which consists of having a variety of sizes available, an easy to open lid, the label clearly detailing the origin of the products etc. The price aspects where there are a wider price range available, the duration and flexibility of credits given out and the marketing promotion like the mannerism of the employees answering the calls.