การวิเคราะห์กลยุทธ์ทางการตลาดที่เหมาะสมของสินค้าเกษตรอินทรีย์ในจังหวัดเชียงใหม่ ด้วยแบบจำลองโลจิตหลายทางเลือก
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ส.ค. 22, 2019
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กลยุทธ์ทางการตลาด สินค้าเกษตรอินทรีย์ แบบจำลองโลจิตหลายทางเลือก
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บทคัดย่อ
การศึกษานี้มีวัตถุประสงค์เพื่อวิเคราะห์กลยุทธ์ทางการตลาดที่เหมาะสมของสินค้าเกษตรอินทรีย์ ตามทฤษฎีส่วนประสมทางการตลาด ด้วยแบบจำลองโลจิตหลายทางเลือก ดำเนินการเก็บรวบรวมข้อมูลโดยการสัมภาษณ์ด้วยแบบสอบถาม จำนวน 2,500 ตัวอย่าง จากกลุ่มผู้บริโภคที่มีการซื้อสินค้าเกษตรอินทรีย์กลุ่มพืชไร่ สินค้าเกษตรอินทรีย์สด สินค้าเกษตรอินทรีย์แปรรูป สินค้าสมุนไพร และอื่น ๆ ด้วยวิธีสุ่มตัวอย่างแบบเจาะจง ของ 25 อำเภอ ในจังหวัดเชียงใหม่ ผลการศึกษาพบว่า การเพิ่มโอกาสการซื้อกลุ่มพืชไร่ ควรมุ่งเน้นกลยุทธ์การแจ้งรายละเอียดสินค้า และตรารับรองอย่างครบถ้วนของส่วนประสมทางการตลาดด้านผลิตภัณฑ์เช่นเดียวกับสินค้าเกษตรอินทรีย์แปรรูป เน้นกลยุทธ์ความเพียงพอของสินค้าเกษตรอินทรีย์ และความดึงดูดของบรรจุภัณฑ์ นอกจากนี้ สินค้าเกษตรอินทรีย์สด และสมุนไพร ให้ความสำคัญกับกลยุทธ์การลด แลก แจก แถม หรือทดลอง สินค้าเกษตรอินทรีย์ ของส่วนประสมทางการตลาดด้านการส่งเสริมการตลาด ชี้ให้เห็นว่ากลยุทธ์ทางการตลาดมีอิทธิพลต่อการตัดสินใจซื้อที่แตกต่างกัน ดังนั้นการกำหนดกลยุทธ์ทางการตลาดที่เหมาะสมนำมาสู่ความได้เปรียบทางการแข่งขัน
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References
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2. Kangpheng, S., Kunlong, S., and Kaew-In, D. (2016). Mixed methods: Paradigm of research for the 21st Century. Maha Sarakham: Apichart Printing.
3. Kramol, P. (2014). Factors Affecting Purchasing Behavior of Organic and Pesticide-Free Produce in Farmers’ Markets in Chiang Mai Province. Khon Kaen Agriculture Journal, 4(special), 227-234.
4. Kumar, V., Rahman, Z., Kazmi, A. A., and Goyal, P. (2012). Evolution of sustainability as marketing strategy: Beginning of new era. Procedia Social and Behavioral Sciences, 37(2012), 482-489.
5. Mahapatra, K. and Kant, S. (2005). Tropical deforestation: A multinomial logistic model and some country-specific policy prescriptions. Forest Policy and Economics, 7(2005), 1-24.
6. Ministry of Commerce. (2017). National strategy for organic agricultural development 2017-2021. Retrieved March 12, 2017, from https://www.greennet.or.th/sites/default/files/1704%20OA%20strategy.pdf
7. National Bureau of Agricultural Commodity and Food Standards. (2013). Strategic on safety standards for agricultural and food products. Retrieved November 10, 2018, from https://www.acfs.go.th/stategy04.php
8. Noisopha, S. (2015). Organic agriculture, an opportunity for Thailand to export and set foot in the world market. Journal of Thonburi University, 9(18), 83-91.
9. Notta, O. and Vlachvei, A. (2015). Changes in marketing strategies during recession. Procedia Economics and Finance, 24(2015), 485-490.
10. Office of the National Economic and Social Development Board. (2015). Gross provincial products. Retrieved March 28, 2016, from https://www.nesdb.go.th/Default.aspx?tabid=96
11. Ounchitti, S. (2016). Generic competitive strategy on the results achieved in the business of exporting organic products of enterprises in the global market. Independent study, M.B.A. (Marketing), Bangkok University, Bangkok.
12. Panplum, P. (2016). Factors affecting consumers’ willingness to pay for organic products in green markets and specialty health food chain stores in the Bangkok metropolis and vicinity. Modern Management Journal, 14(1), 169-178.
13. Panyakul, V. (2016). Thai organic situation 2016. Retrieved July 11, 2017, from https://www.greennet.or.th/article/411
14. Papadas, K-K, Avlonitis, G. J., and Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Retrieved August 1, 2017, from https://dx.doi.org/10.1016/j.jbusres.2017.05.024
15. Pinkhiao, S. and Tantivejakul, P. (2017). The brand globalness communicated by global and local brand in Thailand. Journal of Business, Economics and Communications, 12(2), 93-109.
16. Satarak, M. (2015). Marketing mix and consumers’ buying decisions of organic food. Independent study, M.B.A. (Marketing), Thammasat University, Bangkok.
17. Serirat, S. (2003). New marketing management. Bangkok: Teera film and Scitax.
18. Srimuenwai, A. (2010). Attitudes toward organic products of consumers in lower north-eastern region 1. Master thesis, M.S., Suranaree University of Technology, Nakhon Ratchasima.
19. Sriwaranun, Y. (2011). Consumers’ willingness to pay for organic pork in Khon Kaen province. Economics and Public Policy Journal, 4(7), 1-24.
20. Sukphan, J. (2016). The influence of marketing mix factor on organic vegetables distribution channels. Retrieved April 12, 2018, from https://www.e-manage.mju.ac.th/ openFile.aspx?id=MjI2MzAx
21. Sustainable Agriculture Foundation (Thailand). (2014). Organic farming. Retrieved June 25, 2018, from https://www.sathai.org/autopagev4/show_page.php?topic_id=682&auto_id=15&TopicPk=
22. Thongsongyod, S. and Kai-nunna, P. (2018). Marketing Channel Development for Salt Product of Bana District, Pattani Province. Journal of Business, Economics and Communications, 13(1), 14-28.
23. Torres, M., Hervas, C. and Garcia, C. (2009). Multinomial logistic regression and product unit neural network models: application of a new hybrid methodology for solving a classification problem in the livestock sector. Expert Systems with Application, 36(2009), 12225–12235.
24. Wasi, N. (2017). Economist and choice behavior forecast. Retrieved October 11, 2017, from https://www.pier.or.th/?abridged
25. Wiboonpongse, A. (2004). Applied econometric for agricultural marketing. Chiang Mai: Chiang Mai University.
26. Wu, C. W. (2016). The international marketing strategy modeling of leisure farm. Journal of Business Research, 69(2016), 1345-1350.
27. Yotongyos, M. and Sawasdisan, P. (2009). Determination of sample size. Retrieved May 22, 2017, from www.fsh.mi.th/km/wp-content/uploads/2014/04/resch.pdf
28. Zhu, Q. and Sarkis, J. (2016). Green marketing and consumerism as social change in China: analyzing the literature. International Journal of Production Economics, 181(2016), 289-302.