MARKETING STRATEGY AFFECTING WORKING-AGE CUSTOMER LOYALTY OF ORGANIC PRODUCTS STORE IN PHUTTHAMONTHON DISTRICT, NAKHON PATHOM PROVINCE

Abstract

The purpose of this research were (1) to explore the personal characteristics of the organic products customers, purchasing behavior, service marketing strategy and loyalty of working-age customers of organic products store in Phutthamonthon district, Nakhon Pathom province. (2) to analyze factors influencing the loyalty of working-age customers of organic products store in Phutthamonthon district, Nakhon Pathom province. The sample was studied for working-age customers aged 25-59 years who used organic products in Phutthamonthon district. There were 246 cases that they purchased more than 2 times in the past 6 months and the data collected by group discussion. The statistics used in the research were frequency, percentage, mean and standard deviation. The results of the study revealed that the personal factors of working-age consumers of organic products shops in Phutthamonthon district. The majority of working-age customers were female and age between 26-35 years old. The average monthly income was 15,001- 30,000 Baht and most working-age people work as private employees or employees. Behavior of organic products purchases of working-age consumers bought organic rice and buy at the supermarket. They spent 101 - 300 Baht per purchase with rarely purchase and time to purchase was irregular. The influential persons over the purchase was family members. The main reason to purchase was mostly for health care. The customers of the organic products retailers in the working-age group focused on the overall marketing strategy at a high level. The ranking in marketing strategy was product, place and time, people, price, physical evidence, process, promotion and education, respectively. The customer loyalty was found that the overall level was very high. The ranking in customer loyalty was positive attitude, repeated service and word of mouth, respectively.