Consumers' Satisfaction on Marketing Mix of Biodiesel in Southern Thailand: A Case Study in Songkhla, Krabi,and Trang Provinces

Abstract

     Energy from petroleum-based sources is considered scarce. Therefore, biodiesel is an alternative energy source for Thailand to develop its economy in order to meet continuously increasing energy demands. This study was conducted to primarily analyze consumers' socioeconomic characteristics and their satisfaction on marketing mix of biodiesel in Southern Thailand using a case study in Songkhla, Krabi, and Trang provinces. Factors affecting their satisfaction were also determined. Data were collected using structured questionnaires from a total sample of 303 biodiesel consumers, 101 observations per province. These samples were selected using quota technique. Descriptive statistics and seemingly unrelated regression were applied for data analysis. It was found that the sampled consumers were highly satisfied with the biodiesel products and prices. They were moderately satisfied with selling place and product promotion. The statistically significant variables determining; 1) consumers' satisfaction on the biodiesel product were their assigned importance to biodiesel product availability, their price and places of sale, and consumers' expenditure on biodiesel; 2) consumers' satisfaction on biodiesel price were their assigned importance to prices and places of sale, and consumersû expenditure on biodiesel; 3) consumers' satisfaction on biodiesel place were their assigned importance to places of sale and product promotion; and 4) consumers' satisfaction on biodiesel promotion were their assigned importance to prices and product promotion, and consumers' expenditure.