Marketing Strategies to Increase Sales of Somchai Ice Factory Aumphur Mueng, Khon Kaen

Abstract

The purposes of this study were 1) to study behavior and Customer satisfaction with the marketing mix of Somchai Ice Factory, Muang District, Khon Kaen Province, and 2) specify marketing strategies of Somchai Ice Factory, Muang District, Khon Kaen Province. This research was quantitative research. The instrument used for data collection was a questionnaire. The statistics used for data analysis were percentage, mean, standard deviation. A sample of this research was 400 customers. The results of the study found that most of the respondents were customers from selling whosale (affiliated bus) to use the service and buy ice. The frequency of using the service is uncertain. The cost per time to buy ice is more than 1,001 baht per day. The most convenient time to use the service is from 06.00-10.00 hrs. They get information about Somchai Ice Factory, Muang District,    Khon Kaen Province and most passed by people in the same business The level of satisfaction affecting the decision to buy ice from Somchai Ice Factory, Muang District, Khon Kaen Province, the overall of the marketing mix was at very satisfied level. The study could be a guideline to increase the ice sales of Somchai Ice Factory, Muang District, Khon Kaen Province consisting of 3 projects, namely 1) the old project to exchange for the new, care about the shop, 2) the Somchai service with heart project, and 3) the promotional campaign along the road. which uses a total budget of 258,000 Thai Baht.