Consumers Attitudes in Mixed Marketing towards Friendly Environment Products Case Study: Phonngam Subdistrict, Nonghan District, Udon Thani Province

Abstract

The research aimed 1) to study consumers’ attitudes in mixed marketing towards friendly environment products case study: Phonngam subdistrict, Nonghan district, Udon Thani province, and 2) to compare consumers’ attitudes in mixed marketing towards friendly environment products case study: Phonngam subdistrict, Nonghan district, Udon Thani province with different gender, ages, status, educational levels, occupations and average monthly income. The data were collected from questionnaires which collected from 389 samples. The statistic used were frequency, percentage, mean, standard deviation, rating scale, t – Test and F – Test (ANOVA) using the LSD (Post Hoc) for testing. The results found that the majority of the samples were female, who were between 35–44 years and married. They graduated with higher secondary school/vocational certificate, and working as an agriculturists. They earned less than 10,000 baht monthly income. The consumers’ attitudes in mixed marketing towards friendly environment products of 4 aspects found that the majority of                   the consumers’ attitudes about the product was at high level, promotion was at high level, place was a high level, and price was at high level respectively. The comparison of consumers’ personal factors had statistically significant differences on consumers’ attitudes in mixed marketing towards friendly environment products. The entrepreneurs and the marketers can apply the research as guidelines for developing quality standards and marketing strategies of the products for responding to the consumers who preferred to consume friendly environment products.