The Packaging Development of Palm Jaggery Powder for the Occupational Group of Palm Jaggery Product in Ban Khong Chanuan,Sathing District, From The Behavior of Buying Decision Marketing mix and brand

Abstract

The objectives of this research were  to study the purchasing decision behavior of consumers of jaggery powder, to study the marketing and branding effects of consumers' purchasing decisions on jaggery powder packaging, to study the relationship between demographic characteristics and purchasing decision behavior of consumers for the field of jaggery products at Ban Khlong Chanuan, Sathing Phra District, Songkhla, and  to design the jaggery powder packaging.The samples used in this research were selected based on a purposive sampling and accidental sampling. The results showed the purchasing decision behavior of consumers of jaggery powder that respondents had a frequency of purchases once a month. The way to buy is a community enterprise shop with the purpose of buying your own food, which is an influential factor in buying, as well as the source of the decision to buy is the family, and the characteristics of the preferred packaging are 300 grams.  The most important of the marketing mix and branding is the brand information with a mean (x ̅)  of 4.60 and standard deviation (S.D.) of 0.35.Demographic characteristics of those who decide to purchase were related to the purchasing behavior of jaggery powder. Age was significantly related to purchasing decision behavior of packaging of jaggery powder in statistically significant at 0.05, and income is associated with jaggery powder in purchasing decision behavior, place and factors that have a statistically significant influence at 0.05