Effect of Marketing Mix Factor toward the Return on Product Sales of Tie Dye Fabric Shop, Tung Hong Village, Mueang District, Phrae Province

Abstract

This research aims to study the relationship between the Marketing Mix toward the Return on Product Sales of Tie Dye Fabric Enterprises within Tung Hong Village, Mueang District, Phrae Province. The sample group of this study consisted of the enterprises selling the tie dye fabric products within Tung Hong village, Mueang District, Phrae Province. Sample size was determined, using the formula of Taro Yamane, at 46 enterprises. Questionnaire was used as a research instrument to collect information. Statistical parameters were calculated such as Mean, Standard Deviation, Pearson correlation coefficient, and regression analysis. Results show that (1) General Information: majority of respondents were female, aged between 31-40 years old, experience in the business between 1-5 years, graduated with Bachelor degree, type of enterprise is privately owned, mostly selling tie dyed shirts, followed by trousers, and dresses, using natural color dye. (2) Effect of the Marketing Mix factor toward the return on sale of tie dye products is determined at moderate level. Items which have the highest mean score can be described as follows: 2.1) Product – patterns and designs which attract customer attention, suitable for buying as souvenirs, widely recognized among the young consumers, and variety of patterns. 2.2) Price – standard pricing, quality of product is suitable for the price, at multiple pricing levels 2.3) Place – products are available at the OTOP center, and various souvenir shops. Products are also available for sale on production site, as well as online (through online websites), and 2.4) Promotion – discounts can be provided with large quantity. Salesperson are knowledgeable, providing product information, and providing discount when buying with large quantity. (3) Marketing Mix factors on Products and Promotion show positive correlation with return on sales, at statistical significance level .05.