Marketing promotion that affects the purchasing behavior of crispy rice cracker of the community enterprise of the housewives’ group, Ban Hua Nong, Hang Chat Subdistrict, Hang Chat District, Lampang Province

Abstract

This research article the objective is to study the problems and guidelines for developing marketing promotions and the influence of marketing promotion factors that affect the purchasing behavior of community enterprise groups for crispy rice cracker. The samples used in this study were persons who decide to buy rice cracker with watermelon juice, amount 400 people. The research tool was a questionnaire. By analyzing and using statistics, including mean, standard deviation. The study found that most consumers are female aged between 41 -50 years having marital status Have a career as an employee of a private company and have an average monthly income 10,001-20,000 baht.

Research results opinions on marketing promotion factors for the community enterprise of rice crackers in watermelon juice ban Hua Nong housewives group community enterprise, Hang Chat sub district, Hang Chat district, Lampang province. It was found that it was at a high level (=4.09). Considering each side in order of average from descending to the following sales by salesperson (=4.79), news and public relations (=4.68), direct marketing (=4.32), sales promotion (=3.45) and advertising (=3.23). Respectively Influence of marketing promotion factors on buying behavior of rice crackers in watermelon juice. Analysis results found that in terms of advertising sales by salesperson news and public relations and direct marketing significantly at the 0.05. Level except sales promotion sales that have no influence on buying behavior of rice crackers in watermelon juice ban Hua Nong housewives group community enterprise, Hang Chat sub district, Hang Chat district, Lampang province.