Maketing Mix Factors in Buying Processed Seafood of Customers in Eastern Region

Abstract

     This research aimed to study the marketing mix factors for buying processed seafood of customers in the Eastern Region. In addition, the research also compared the opinion levels about the marketing mix factors of customers in the Eastern Region, which was classified by demographic factors and buying behavior of processed seafood. A questionnaire was used as the data collection. The sample group comprised 400 customers in the Eastern Region. The data were analyzed by frequency distribution, percentage, mean, standard deviation,
t-test, one-way ANOVA and least significant difference.

     The research findings indicated that most customers were females aged 21-30 years old, bachelor’s degree graduate, company employee, earned 10,001 - 20,000 Thai baht per month. The level of opinion levels about marketing mix factors in buying processed seafood by customers in the Eastern Region was the high level was the personnel followed by price, place, and promotion, respectively.

     The hypothesis test results showed that customer of different type in the Eastern Region had different levels of opinions about the marketing mix factors in terms of product. Customers in the Eastern Region of different expense and frequency had different levels of opinions about marketing mix factors in terms of price and promotion. Customers in the Eastern Region of different reason to buy and purchasing place had different level of opinions about marketing mix factors in terms of price.