Marketing Mix Factors Affecting the Success of Community Enterprise Entrepreneurs in Muang District, Lampang Province

Abstract

The purpose of this research was to study marketing mix factors affecting the success of community enterprise entrepreneurs in Muang District, Lampang Province is quantitative research. The sample group used in the study was a group of community enterprises in Muang District, Lampang Province, 174 groups were randomly selected and tool use is a questionnaire. Descriptive statistical analysis included frequency, percentage, mean and standard deviation inferential statistics, correlation analysis, and multiple regression analysis. The results showed that 1) The opinions about the overall marketing mix were at a high level (=4.33). (=4.55), followed by price (=4.47), marketing promotion (=4.46) and product (=3.85). 2) The opinions about community enterprise success as a whole were at a high level (=4.11). When analyzing each side, it was found that the aspect with the highest average was the learning process and growth (=4.49), followed by management (=4.33), customer management (=4.29), and financial management (=3.33). And 3) the influence of marketing mix factors on the product side. distribution channels and marketing promotion Resulted in the success of community enterprise entrepreneurs in Muang District, Lampang Province at a statistical significance level of 0.05.