การรับรู้ของผู้บริโภคในอำเภอเมืองเชียงใหม่ต่อภาพลักษณ์ตราสินค้านมพาสเจอร์ไรส์ เฟรชมิลค์

Abstract

This independent study aims to investigate the understanding of pasteurized fresh milk brands among consumers in Chiang Mai. Collect information from people working or living in Muang District, Chiang Mai Province using online questionnaires as tools. When using descriptive statistical data to analyze preliminary data, I have consumed 400 types of pasteurized dairy products called "fresh milk". Statistical data includes frequency, percentage, average, and inferential statistical data using statistical data. The independent t-test compares the average values of two independent samples, namely gender, status, and statistical data. ANOVA (F-test) compares the average values of two or more independent samples, namely age, occupation, and monthly average income. Research has found that the majority of respondents are female, aged 26 to 35, single, mostly childless, and work as students/students. The average monthly income is 10001-20000 Thai baht, and I often purchase pasteurized milk at convenience stores. By purchasing pasteurized milk for themselves, most respondents first think of the pasteurized milk brand Meiji, and then think of the fresh milk brand. Fourthly, most people believe that pasteurized milk is difficult to buy. Understand or be familiar with the six aspects of pasteurized fresh milk among consumers in Chiang Mai, as follows: Attributes, benefits, values, culture, personality, and users are all at a familiar level. And there are six aspects of feelings (preferences) towards the image of pasteurized fresh milk among consumers in Chiang Mai region. I think I really like it, but I plan to purchase and recommend pasteurized milk "fresh milk" in the future. Overall, I'm not sure. From the analysis of differences in brand image perception of pasteurized milk The fresh milk of the sample group classified by age in the emotional component (like) has a total of 1 different aspect, namely the cultural aspect, and the action component has a total of 1 different aspect, namely the purchase intention in the future. Categorized by occupation, it was found that knowledge components consisted of 4 different aspects: benefits, values and culture the emotional component (like) has a total of 3 different aspects, namely benefits. Personality and user side the action component has two different aspects: future purchase intent and future purchase intent. And recommendation side Classified by average monthly income It was found that the action component had 1 aspect that was different, namely the recommendation aspect.