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Guidelines for developing marketing mix strategies to build brand loyalty among chicken part consumers in western region |
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| รหัสดีโอไอ | |
| Creator | Supawan Sonsawat |
| Title | Guidelines for developing marketing mix strategies to build brand loyalty among chicken part consumers in western region |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2564 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | 136-150 |
| Keyword | marketing mix, brand loyalty, chicken part |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/16821 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aimed to study: (1) the brand loyalty of chicken part consumers as classified by personal factors; (2) the marketing mix factors affecting the brand loyalty of chicken part consumers; and (3) the guidelines for developing marketing mix strategies to build brand loyalty among chicken part consumers in western region. Mixed method research was used in this study. The research sample was 400 consumers who bought chicken products in western region, derived by quota sampling. The research instrument was a questionnaire the acceptable content validity and the reliability. The statistics used for data analysis were percentage, mean, standard deviation, t-test, one-way analysis of variance, correlation analysis and multiple regression analysis. Regarding qualitative research, the key informants were 6 managers and consumers derived by purposive sampling. Data were analyzed by content analysis. The findings of this research were as follows: 1. The brand loyalty of chicken part consumers in western region, when classified by personal factors, was statistically significantly different in the aspects of age, education, status, occupation, and income. 2. The marketing mix strategies to build the brand loyalty of chicken part consumers in western region were marketing promotions (b = 0.23), distribution (b =0.20), product (b = 0.18), and price (b = 0.14). The equation was with the predictive power of 81 percent and could be written as follow: Y = 0.84 +0.18 X1**+0.14 X2**+0.20 X3**+0.23 X4** 3. For the guidelines for developing marketing mix strategies to build brand loyalty of chicken part consumers, the managers should: (1) regarding product, focus on creating and maintaining product quality, researching and developing products, and designing standardized packaging; (2) regarding price, give priority to price setting by cost, consumers' purchasing power, and marketing competitors; (3) regarding place, emphasize on reaching customers with targeting community location, expand branches to meet the demand, and increase distribution channels through online media; and 4) regarding promotion, focus on marketing promotion by reducing the price of new products and giving discount on the next purchase. |
