Marketing Mix Factors Affecting the Competitive Advantage of Durian Business Entrepreneurs at Chanthaburi for Exports to China

Abstract

The research objectives were 1) to explored factor levels of marketing mix and competitive advantage; 2) to compared competitive advantage factors among the staffs, classified by personal factors; and 3) to present the relationship between marketing mix and competitive advantage of Durian Business Entrepreneurs in Chanthaburi, for exports to China. This research employed quantitative method by using a close-ended questionnaire for survey research. Data were collected from 191 entrepreneurs; the samples were selected by the non-probability sampling with a simple random method under the concepted of Krejcie & Morgan, (1970). The research was conceptualized to analyze the percentage, mean, standard deviation, One-way ANOVA by Lease Significant Difference (LSD) and Pearson's correlation by using a statistical software. The research finding revealed that 1) overall factor marketing mix was in highest level, followed by people, process, place, product, promotion, physical evidence, and price respectively; 2) personal factors by age, status, and period of operation are significantly related to competitive advantage at .05 level; 3) marketing mix factors are significantly related to competitive advantage at .01 level.