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Development guidelines of marketing mix strategy of clean food businessamong women of working age in Ratchaburi Province |
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| รหัสดีโอไอ | |
| Creator | Sasiarreeya Sawangsapp |
| Title | Development guidelines of marketing mix strategy of clean food businessamong women of working age in Ratchaburi Province |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University |
| Publication Year | 2561 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 5 |
| Journal No. | 2 |
| Page no. | 30-44 |
| Keyword | marketing mix, clean food, woman of working age |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/12520 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aimed to: 1) compare the clean food consumption behavior of women of working age, as classified by personal factors; 2) study the marketing mix affecting clean food consumption behavior of women of working age; and 3) analyze the guidelines for developing marketing mix strategy of clean food business among women of working age. The research sample was 400 women who were between 1960 years of age and resided in Ratchaburi Province derived by accidental sampling, and 10 clean food business owners for the interview derived by purposive sampling.The research instruments were a questionnaire and an in-depth interview constructed by the researcher. The questionnaire was with the IOC content validity between 0.67-1.00.The internal coefficients were 0.725 for product, 0.728 for price, 0.787 for place and 0.703 forpromotion. Data were analyzed with percentage, mean, standard deviation, t-test, one-way analysis of variance, stepwise multiple regression and content analysis. The research results were as follows: 1. Overall, the women of working age as classified by age, education level, occupation, average monthly income, and number of family members had different clean food consumption behavior with significant difference at .05. However, there was no difference among those with deference in status. 2. The marketing mix in the aspects of product, place, and promotion together predicted clean food consumption behavior with the percentage of 11.60 with significant difference of .05. The regression equation was ?1= 1.852 + 0.392(x1) + 0.067 (x2) + 0.341 (x3) + 0.328 (x4). 3. The guidelines for developing marketing mix strategy of clean food business among women of working age were as follows: 1) In product aspect, clean food restaurants should give importance to cleanliness and freshness of the menu. The food should contain nutritive value with delicious taste. 2) Restaurant should set the price in accordance with food quality and the price should be acceptable to consumers. 3) Regarding place of distribution, restaurants should focus on delivery service for consumers' easy access and convenience. Additionally, online purchasing should be organized, so that consumers could contact with restaurants easily. 4) In the promotion aspect, restaurants should organize promotion to create regular customers, as well as attract new customers to increase sale volume. |
