MARKRTING STRATEGY DEVELOPMENT OF COMMUNITY ENTERPRISES A CASE STUDY BEEF CATTLE FARMIMG COMMUNITY ENTERPRISE GROUP WORKAEW SUB DISTRICT, HANGCHAT DISTRICT, LAMPANG PROVINCE
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Abstract
This research article's goal is to investigate and provide a practical strategy that community enterprise groups may use to consistently apply their understanding of marketing tactics. 100 people who chose to buy beef cattle served as the study's subjects. A questionnaire was used as the study tool, and it was examined. Mean, standard deviation, and analysis of variance were the statistics employed.
According to the study, the majority of consumers were men, married, self-employed, and aged 51 years or older. Their average monthly income ranged from 20,001 to 30,000 baht. It was discovered that the marketing mix parameters influencing the beef cattle community enterprise group's procurement of animals were at a medium level and had equivalent value ( =3.4). The averages are arranged from highest to lowest when each side is taken into account as follows: The product side of the equation is equivalent to ( =4.34), the price side to ( =3.97), the distribution channel side to ( =2.81), and the marketing promotion side to ( =2.53), respectively.
The marketing mix elements for purchasing beef cattle were linked to the purchasing behavior of beef cattle at a statistically significant level of 0.01 for the product. While there was no association between pricing, distribution method, or marketing promotion and purchasing behavior, the impact of beef cattle purchasing behavior on the marketing mix elements of beef cattle purchase in terms of items was statistically significant at the 0.05 level.
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