การวางแผนการตลาดเพื่อเพิ่มยอดรายได้ของฟาร์มผักไฮโดรโปนิกส์ “23 ไฮโดรฟาร์ม ชุมแพ” ในเขตเทศบาลเมืองชุมแพ อำเภอชุมแพ จังหวัดขอนแก่น Marketing Plan Increase Sales Revenue of Hydroponics Farm “23 Hydrofarm Chumphae” in Chumphae Municipality, Chumphae District, Khon Kaen Province

Abstract

The objectives of this study were to analyze the customer behaviors, and influencial marketing mix factors on hydroponics vegetables purchasing decision in Chumphae municipal area. The study analyzed potential and environment, and determined marketing plan to increase sale revenue of the “23 Hydrofarm Chumphae”. The questionnaires had Cronbach’s alpha=0.917, and data were collected by purposive sampling from 400 consumers, as well as interviews with entrepreneur. The results from SPSS data analysis found that 66.5% consumers bought Green Oak, and focused on marketing mix factors as follows; consumers placed most important on Product: freshness (average=4.76), cleanliness (average=4.67), chemical-free (average=4.65). Data from the interview found the competition in the industry was less severe as the hydroponics vegetable production was still low. The results were analyzed with the general environment analysis, competitive analysis, SWOT analysis, and TOWS Matrix to determine the marketing plan to increase sales revenue which were as follows 1) Increasing products variety 2) Planting hydroponics course 3) Increasing distribution channels 4) The new generation farmers.