Strategic Marketing Development of Calcium Soap for Dairy Cooperative Group in Northeast Thailand
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Abstract
The objective of this research was to study marketing strategies that influence the purchasing decision of fat and protein supplements in dairy cattle feed, demand for calcium soap as a fat and protein supplement for dairy cattle, and marketing strategy development of calcium soap as a fat and protein supplement for dairy cattle feed. The sample consisted of 376 members of dairy cooperatives in the Northeastern region. Stratified random sampling and simple random sampling were used. The statistics used in data analysis were percentages, mean, standard deviation, multiple correlation analysis, and multiple regression analysis.
The results of the study found that opinions on marketing strategies of fat and protein supplements in dairy cattle of the sample group were overall at a moderate level. When considering each aspect, it was found that the product aspect had the highest mean score, followed by the price aspect. In terms of distribution channels, respectively. The overall purchasing decision level was high. The overall demand for purchasing calcium soap of the sample group was at a moderate level. When considering each aspect, it was found that the product aspect had the highest average value, followed by the price aspect. Hypothesis testing found that the marketing strategies of price and product had a statistically significant effect on the decision to purchase fat and protein supplements in dairy feed diets at a level of 0.01, and the marketing promotion had a statistically significant effect on the decision to purchase fat and protein supplements in dairy feed diets at a level of 0.0, leading to the creation of business opportunities for commercial calcium soap products. The marketing strategy of calcium soap products has been set to meet the needs of dairy farmers who prioritize price, product, and marketing promotion.
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