THE FACTORS OF MARKETING MIX AND PERCEPTION CHANNELS THAT INFLUENCE COMMUNITY PRODUCT PURCHASE DECISIONS UTTARADIT, PHRAE AND NAN PROVINCES
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Abstract
Community products are made from locally available materials and have distinctive qualities that reflect the local way of life and can be marketed in both domestic and foreign markets. Furthermore, it enhances competitiveness, addresses poverty, and allocates revenue. This study uses a sample group of 400 community product purchasers and use questionnaires to gather data in order to investigate the marketing mix elements and news perceptions that affect the decision to purchase community products in the provinces of Uttaradit, Phrae, and Nan. Personal, 4Ps marketing mix, news perception channels, and purchasing decision factors are the components that were examined in this study. Statistics were employed in data analysis to determine the frequency distribution, percentage, mean, and standard deviation.
According to the study's findings, most women who purchase community products are between the ages of 41 and 45, are unmarried, hold a bachelor's degree, and work for private companies. Monthly income ranges from 20,001 to 25,000 baht. The greatest duration of being a customer in purchasing community products was less than a year, accounting for 36.30 percent of the overall customer behavior when choosing to buy community items. Food made up the majority of the communal products that were previously purchased—32.80%.
Souvenir shops are the preferred location for purchasing community items, making up 27.10 percent of the market. Furthermore, 49.50 percent of consumers use and purchase community products once a month. Each item was found to be at a high level with regard to the marketing mix criteria. 4.09 S.D. is the product side x ̅, and 0.548 IS Pricing side
= 4.11, S.D. = 0.642. Distribution routes have = 3.96 S.D. = 0.621, whereas marketing promotion has
= 3.97 S.D. = 0.679.
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