Marketing Strategies of Community Enterprise Groups a Case Study Meat Goat Raising Community Enterprise Group, Ko Kha District, Lampang Province

Abstract

The objectives of this research were to study the marketing strategies of community enterprise groups, a case study of the community enterprise group of meat goat farmers, Ko Kha District, Lampang Province. The sample used by the researcher used simple random sampling this study was 100 customers who purchased meat goats from the meat goat raising community enterprise, Ko Kha District, Lampang Province. The instrument used to conduct the research was a questionnaire. They were analyzed and used statistics such as mean, standard deviation, Pearson correlation and multiple regression analysis. The results of the study found that behavior in purchased meat goat is at a high level (=4.11) by buy meat goats from the community enterprise group because they are quality meat goats (=4.76), buy meat goats from the community enterprise group because they are meat goats that are raised by people in the community (=4.67), and buy meat goats from community enterprise groups because they are meat goats with a clear and reliable source of production (=4.57). As for opinions regarded marketing mix factors in purchased meat goats, it is at a moderate level (=3.45), arranged from highest to lowest, namely product (=4.31), price (=3.98), distribution channel (=2.91) and marketing promotion (= 2.60).

Relationship of meat goat purchased behavior to marketing mix factors have a relationship in the same direction in terms of products statistically significant at the 0.05 level. As for the influence of behavior in buy meat goats, it affects the marketing mix factors in choose to buy meat goats. In terms of products significant at the 0.05 level, except for price and distribution channels and marketing promotion that has no influence on the behavior of purchased meat goats.