Marketing Mix Factors Relating the Selective Decision making on Technology Smart Farmer in Agriculture of Thailand
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Abstract
The research objectives represented 1) to study the marketing mix and the selective decision making. 2) to examine the relationship between the marketing mix and the selective decision making on Smart Farmer. The population was the service recipients of Smart Farmer, the 384 sample size of service recipients were determined by W.G. Cochran formula with the 95 percent of confidence and the 5 percent of error. The research instrument represented the questionnaire and collecting data form the sample that was the service recipients of Smart Farmer on the weekend day only. The data analysis represented descriptive statistical approach by percentage, mean and standard deviation, the statistical correlation analysis represented the correlation coefficient. The finding found that marketing mix factors related with the selective decision making on Smart Farmer in addition the marketing mix factors focused on the six factors of marketing mix as following 1) product 2) place 3) promotion 4) price 5) people 6) process 7) physical environment.
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