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AN ANALYSIS OF FACTORS AFFECTING THE DECISTION TO DEVELOP BANANA WINE PRODUCTS IN KHLONG NIYOM YATRA SUBDISTRICT, BANG BO DISTRICT, SAMUT PRAKAN PROVINCE |
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| รหัสดีโอไอ | |
| Creator | Krieng Kitbumrungrat |
| Title | AN ANALYSIS OF FACTORS AFFECTING THE DECISTION TO DEVELOP BANANA WINE PRODUCTS IN KHLONG NIYOM YATRA SUBDISTRICT, BANG BO DISTRICT, SAMUT PRAKAN PROVINCE |
| Publisher | Pibulsongkram Rajabhat University |
| Publication Year | 2567 |
| Journal Title | Life Sciences and Environment Journal |
| Journal Vol. | 25 |
| Journal No. | 2 |
| Page no. | 331-346 |
| Keyword | factor analysis, product development, banana wine, khlong niyom yatra subdistrict |
| URL Website | https://ph01.tci-thaijo.org/index.php/psru/index |
| Website title | Life Sciences and Environment Journal |
| ISSN | 2773-9201 |
| Abstract | The objectives of the research were: 1) to analyze the components of deci-sion making to choose to develop a banana wine product and 2) to study the factors influencing the decision to choose to develop a banana wine product in Khlong Ni-yom Yatra Subdistrict, Bang Bo District, Samut Prakan Province. To use the data for analysis and planning to increase sales as a guideline for entrepreneurs' marketing re-strategies. This study is a quantitative research using a survey research method. De-scriptive statistics were used to analyze the data including, mean, percentage, and standard deviation, whereas inferential statistics were factor analysis and multiple regression analysis. Results: The research revealed that 4 factors of the marketing mix affecting the decision to develop a banana wine product: 1) product and price fac-tors, 2) marketing promotion and advertising factors, 3) distribution channels and in-formation presenter and 4) personnel and sales service factors. Conclusion: Product and price factors give importance to wine products that transform products to suit community tastes. Distribution channel In terms of marketing promotion and advertis-ing, emphasis is placed on advertising distribution channels, both online and offline. And in terms of personnel and sales services, emphasis is placed on having products with a good reputation and good image. |
