Factors Affecting The Selection of Dyed Hand-Spun Cotton : A Case Study of Naturally Dyed Hand-Spun Cotton Group Toobkaewma NaDao Village, SermNgam District, Lampang Province

Abstract

            This research; factors affecting the purchase of hand-spun-dyed cotton: a case study of natural-dyed hand-spun cotton group, Tubkaewma, Ban Na Dao, Serm Ngam District, Lampang Province had aims to study the marketing mix (5Ps) of purchasing hand-dyed cotton natural color. The sample group was people who decided to buy natural dyed hand-spun cotton from Tubkaewma Ban Na Dao, Serm Ngam District, Lampang Province. The researcher using a statistical count of people who buy fabrics From February to May 2022 and the sample size were 100 people by using questionnaires and interviewed an entrepreneur who owns natural-dyed hand-spun cotton, Tubkaewma, Ban Na Dao, Serm Ngam District, Lampang Province. Data analysis using statistics, percentage, mean, standard deviation. Multiple Correlation Analysis and analysis of Multiple regression. The results found that on the personal side, the average was at the highest level (x̄ =4.95), followed by In terms of products (x̄ =4.91), price (x̄ =4.85), promotion (x̄ =4.70), and place (x̄ =4.69). The correlation coefficient of marketing factors affecting purchasing are related in the same direction it shows that marketing factors affected purchasing decisions statistically significant at 0.01 level. And the influence of marketing factors was found that the marketing factors had a significant effected on the purchase of natural dyed hand-spun cotton from Tubkaewma Ban Na Dao, Serm Ngam District, Lampang Province in all aspects at a significant level at 0.05 level. Recommendations from this research indicated that the distribution channel is at the lowest level than other areas so it is the first factor that needs to be developed. However, the distribution channel, entrepreneurs should sell products online more and more and updates all of products, styles, and product information in online channels all the time.