DISTRIBUTION STRATEGIES FOR PASSION FRUIT PRODUCTS IN KHAO KHO DISTRICT, PHETCHABUN PROVINCE.

Abstract

The purpose of this research is to study the distribution problem of passion fruit products in Khao Kho District, Phetchabun Province. Additionally, the study aimed to investigate the distribution factors and strategies of passion fruit products in the same district. The researchers used a questionnaire to collect data from a sample of 400 sets. The statistical analysis methods used included percentage, mean, standard deviation, statistical hypothesis testing, and multiple regression analysis.

The results of the study indicated that;

1. the majority of respondents were females aged between 30 and 39 years old. They had attained a high school education or vocational training and were employed in private companies, earning mostly between 20,001 – 30,000 baht.


2. The Marketing Ingredient Factors (7Ps) Distribution Strategy of Passion Fruit Products had an overall high decision-making level. The distribution channels that were ranked highest included process, price, marketing promotion, personnel, product, and physical characteristics, respectively.


3. The distribution of passion fruit products in Khao Kho District, Phetchabun Province, showed an overall high level. Specifically, department stores, phone shops, souvenir shops, Phetchabun Bus Terminal, souvenir manufacturing center Fairs in Phetchabun Province, OTOP distribution center, and walking streets in Phetchabun province were ranked highest.


4. The distribution of passion fruit products in Khao Kho district, Phetchabun province, is influenced by various factors, as evidenced by statistical significance levels. Among these factors, product significance has a significance level of 0.030, price significance is 0.000, place significance is 0.00, personal significance is 0.04, process significance is 0.033, and physical significance is 0.020.


5. Additionally,the significance of distribution channels such as the OTOP distribution center, Phetchabun expo exhibition, phone calls, internet, Phetchabun walking street, and shopping mall, also play a significant role in the distribution of passion fruit products in Khao Kho district, Phetchabun province. The significance level of these distribution channels ranges from 0.000 to .0001. Of note, the Phetchabun expo exhibition holds a higher level of significance at 0.000, which is equivalent to a significance level of .0001. Similarly, phone calls have a significance level of .0001, which is equivalent to a significance level of 0.00. The distribution of passion fruit products in Khao Kho district, Phetchabun province, is thus affected by multiple factors, and utilizing effective distribution channels can help improve the distribution and sales of passion fruit products in the region.